The biggest B2B hurdle over 500+ of our B2B peers faced this year was:
“Our current sales process no longer works.” ☠️
A byproduct of different macro factors in play:
1. AOV is too high in the new macro environment
2. Seat/user-based licensing not adding up for the CFO
3. Former growth channels unavailable (SEO or LinkedIn organic)
4. Minimum contract sizes not justified with current outcome/ROI for customers
5. Sales cycles twice as long as usual
6. More executive pressure for cheaper solutions
7. Higher scrutiny for onboarding new vendors
8. Vendor cuts across the board (pricing pressure)
9. Current offer too vague (outcome not specific)
10. Smaller teams not utilizing the full product/solution
💡 It is especially valid for enterprises, but even PLG businesses are facing the backlash internally.
On the agency side, we get free training sessions from Semrush, free audits from Google, assigned reps across other FAANG, competitive offers from Oracle and Microsoft.
Experienced startup-first enterprises are pivoting and going customer-first this year. ♻️
Some of our retainer customers who traditionally paid for development/design/inbound-only for YEARS pivoted heavily to our “Experimentation as a Service” program, switching from 5% – 10% experimentation budgets to as high as 80% in:
– Testing new revised offers
– Testing different price ranges
– Testing specific pain points/ICP struggles
– Cross-testing audiences (industries currently rising)
– Validating UX/landing page behavior
🚀 These standalone, specific offers, can now utilize channels that previously didn’t work: such as Facebook ads or even Instagram outreach for high-ticket B2Bs.
When your offer is clear and streamlined enough, any channel performs better than usual.
🧑🏫 Here’s a breakdown of how the EaaS solution works here.
Our martech teams takes care of creative, design, landers, analytics, CRO, scaling campaigns.
Or you can apply the same framework internally with your own resources, applying the best practices for creatives, hooks, funnel designs, email sequences, or outreach strategies.
This flow helped us uncover completely different business models for 6 of our customers: moving to low-ticket lead funnels, switching to subscriptions, charging for communities as a revenue driver, moving from product to service, and more.
How effective is your current sales journey in Q3? ⬇️
