Businesses don’t buy software, they buy outcomes


As both consumer and business technologies evolve rapidly, the products, services, and support that VARs (Value-Added Resellers) provide will also need to change and adapt to meet evolving needs. Broader trends shaping the VARs’ industries and the specific trends within the growing software and technology ecosystem verticals present both challenges and new opportunities.

The role of Value-Added Resellers is changing as vendors reach out to customers directly, via direct sales, offering them that personal relationship. If Value-Added Resellers can place themselves in a position to help businesses through the fundamental change of digital transformation and a digital-first approach, it will open up big avenues for long-term growth.

Across all industries, customer data will drive decisions from sales to marketing. Value-Added Resellers can focus less on selling features; instead, they need to offer a tangible business solution for the customer’s needs. Businesses don’t buy the software. They buy outcomes. Within the sales pipeline, this means communicating with leads who are already familiar with the products but need a specific outcome. Understanding the customer’s problems and providing one-on-one relationships will remain key to both acquiring and retaining long-term customers.
Through consultation, strategy, and best practice recommendations for demand generation, lead generation, and thought leadership, MarketLogic provides B2B marketing expertise for your business success. Whether you need content, digital amplification, or campaign augmentation, or MDF or BDF spend allocation and management, talk to our team to see how our expertise can help.

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