Customers are the New Oil: Beyond Sales Wildcatting
July 4, 2013
The early days of the American Oil industry was dominated by Wildcatters, folks who acted on hunches or rules of thumb and drilled speculative wells. If a well was dry, they tried again somewhere else, continuing until, hopefully, they eventually hit a gusher.
This approach sounds a lot like what I often see in B2B sales and marketing — Sales Wildcatting. Just keep trying. Keep drilling wells. Eventually we’ll turn up customers. Just as the original wildcatters had only a general idea of where the oil was but made up for it by drilling lots of wells, B2B sales and marketing organizations have only a general idea of where their customers are, and so have to make up for it by targeting a lot of prospects.
It is time for sales and marketing organizations to learn this same lesson, to move beyond Sales Wildcatting. At Infer, we see the enormous difference this transition can make. At company after company when when we apply our unique data and predictive algorithms to light up their most promising customers, the benefit is enormous — frequently a lift of 100% in win rate or conversions. Just think about which company you would rather be: the one drilling for customers based on a hunch, or the one with the data and predictive technology to zero in on the best potential customers.
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