For Technology Sales Enablement Professionals

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	November 12, 2008 Engineering Valuable Sales Conversations Forrester's Model-Map-Match Approach To Client-Focused Sales Messaging And Value Delivery by Scott Santucci with Bradford J. Holmes, Robert Muhlhausen	Average: 10  (3 ratings)

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Executive Summary

Technology buyers are in the midst of redefining their relationships with vendors, anointing just a few as value-added partners while relegating the bulk to the commodity supplier heap. To succeed in this dog-eat-dog world, sales enablement professionals must engineer a strategic program that empowers sales teams to efficiently configure messages, product combinations, and conversation strategies that match clients' needs and buying patterns and knock their socks off. Forrester's Model-Map-Match framework reflects the customer-centered foundation that underpins go-to-market approaches that systematically — and efficiently — differentiate a vendor's products and business value from the pack.

TABLE OF CONTENTS

• Market Forces Are Fundamentally Altering Tech Buyer/Seller Relationships
• Technology Vendors Are Passively Coping With The Complexity
• Engineered Sales Conversations: The Key to Effective Sales Enablement

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WHAT IT MEANS

• Vendors Are At A Fork In The Road
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This is an excerpt