How Marketers Should Engage With Buyers Today. Your Questions Answered.
IDC, February 3rd, 2023
In a recent webinar, we presented an entirely new marketing and sales approach to replace the well-known funnel. Based on extensive research, IDC's new Adaptive Customer Experience (ACE) model is a circular and evolving framework and not linear at all, like it's predecessor.
This is because engagement with tech buyers is no longer linear. B2B buyers have B2C experience expectations today. They expect you, as a vendor, to understand and provide solutions for their challenges, jobs to done and business outcomes. ACE is a customer-centric framework to evolve how you go to market.
And perhaps most importantly, to fully engage with a buyer, marketing and sales need to play on the same field. Put another way, no longer should the two functional groups be looked at as if they are running a relay race, where marketing passes a baton onto sales to finish the race.