When B2B leadership has spent months doing their due diligence to develop a solution that has (1) a market and (2) a compelling business case, they are just half-way done before they can go to market.
For that new solution to ever get in the hands of the right buyer, leadership needs to engage and enable internal teams first, including sales, marketing and product teams — otherwise suffer from a solution launch that putters instead of soars.
Solution Education
Your sales and marketing teams are conditioned to sell to your current buyers as they have in the past. But perhaps there is a new audience who will buy this new solution. Or maybe it is an old target audience but with an adjusted buying cycle or different decision makers within the target organization. Without proper target audience education and understanding, this new solution may be presented to the wrong organizations, the wrong people
