The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional


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But some key factors are causing a new paradigm shift:. The new selling approach model is thus Strategic Value Selling. Customers are looking to build stronger, deeper collaboration with a smaller, more tightly-held team of supplier partners who provide strategic value and insight—insight that will, in turn, better allow them to become a more strategic trusted partner to their own customers.


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Rod enjoys working with customers and sharing his vast experience of marketing initiatives, programs, events, and sales tools. All rights reserved. MarketReach, Inc. The Technology Selling Years My first job out of college in the early s was with an information technology manufacturer and systems integrator.

Welcome to the Strategic Value Selling Years The Solution Selling approach has been dominant over the past 15 years in most all technology industries. But some key factors are causing a new paradigm shift: The changing decision-maker profile: More and more business organizations and executives are taking key roles in the decision to purchase technology solutions. Look for a future blog article here on this topic.

Upgrades in technology rarely create the performance leapfrogs and huge customer benefit improvements they once did. They tend to be subtle or incremental, and not so easy to communicate in simple, brief language. To be maintained as an approved vendor, you have to show strategic value and insight that helps the company accelerate its ability to reach their strategic business goals.

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    So are we. This changing paradigm has been concomitant with the increasing globalization of the world economy, which has meant that corporations now operate across the world rather than in their own countries. The paradigm shift has also resulted in organizations adopting CSR or Corporate Social Responsibility and embracing diversity, which means that social and environmental concerns apart from inclusivity and tolerance are the buzzwords for managers.

    Further, the rise of the Knowledge Worker means that information has become the raw material that is transformed through the organizational processes rather than physical resources that are transformed through machines.

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    Of course, this is not to say that manufacturing is dead. This has also meant that the emphasis on machine like bureaucracies has given way to systems approaches to management as the shift from manufacturing to services means that organizations are flatter, leaner, and fit than their predecessors.

    The paradigm shift from the mechanistic model of organizations to the systems view has also meant that the organization of the future would be a shape-shifting one that has the ability to adapt to new market conditions quickly and rapidly than before. The advent of the internet and the increasing use of social media have meant that organizations can no longer have the luxury of taking their time to respond to market conditions and instead, the fastest, cheapest, and most innovative product wins in the market.

    This has again resulted in a shift from managers as bureaucrats to that of an individual who empowers and enables the workforce.

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    The point here is that the rigid rules prescribed by management experts of the 20th century no longer work in the workplace of the 21st century where management is expected to be more innovative, inventive, and creative if it has to ensure that its companies stay ahead of the pack. Finally, the paradigm shift has also meant that more women are present in the workforce and the composition of the workforce is more diverse. This means that management can no longer be an old boys club and instead has to shatter the glass ceiling to ensure that everybody has a chance to make it to the top instead of a few.

    The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional
    The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional
    The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional
    The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional
    The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional The Shifting Paradigms: The Changing Role of the Sales and Marketing Professional

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