We all know that the B2B sales process is becoming increasingly complex. Over the past many years, we have seen a shift in how B2B buyers make decisions. They are much more informed, have too many options, and are digitally well connected to validate their choices. 

Sellers struggle and often fail to provide their buyers with the right answers. This alignment gap between buyer’s expectations and seller’s skills continue to grow, and the new normal with COVID-19 isn’t helping.

But, is the gap because the sellers are less capable, or is there something else that is fundamentally misaligned? We’re questioning everything – from old school sales practices to how we communicate with the buyer who knows it all. Let’s hear what an expert has to say.

Hi guys, this is your host Ashish Jain, and you are listening to the ALYNMENT podcast, where we aim to expose the day-to-day misalignments between marketing and sales activities and discuss practical solutions to end this long-standing paradigm. 

Today’s guest is Spencer Wixom, the senior vice president of marketing and business development at Challenger Inc, an organization with many top-selling books on overcoming sales challenges, such as The Challenger Sale, The Challenger Customer, and The Effortless Experience. 

With over 15 years of experience at CEB, Gartner, and Challenger, Spencer has helped transform sales and marketing teams in some of the biggest and best companies in the world.

He regularly authors articles on sales & marketing alignment – a passion that we both share. I am hoping to gain some insights from him around what is “good” sales enablement and how sales and marketing should align during these trying times.