B2B deals often stall because an internal advocate cannot explain the business case to decision-makers.
Biggest Mistakes
- Sellers speculate about causes instead of extracting facts, leading to incorrect assumptions.
- Relying on the customer to explain the value without providing a business case.
Best Practices
- Build a concise documented business case: problem, importance, priority, success metrics, stakeholders, approach, investment, next steps.
- Collaborate with internal advocates to build the business case, making them look good and facilitating approvals.
