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At TSW San Diego 2018, I was interviewed for the Voice of Value podcast by Ecosystems, which aims to help Sales and Marketing leaders sell more effectively by making their value clear. The podcast host, founder and CEO of Ecosystems, Chad Quinn, asked me to share my insights on the transformation taking place within the roles of Sales and Services and how they’re working together to land and retain customers, which aligned perfectly with our conference theme of “Blending Service and Sales Motions.” Here are the links to both episodes, as well as a bit about what you can expect to learn in each. Thanks again to Ecosystems for inviting me to be on your show!

Part 1: Is it Time for the RFP to RIP? How the Sales Process is Changing

If a lot of the pre-sale is being handled by Marketing, and a lot of the post-sale responsibility is falling on the Customer Success Manager, is that the end of selling? While this is certainly not the case, there is a radical transformation happening in the B2B sales process, leaving a compressed, but extremely important role for Sales. Today’s customers can self-serve a lot of the information they need before they ever talk to Sales. This means that the company that wins tomorrow’s deal will be the one who educates the customer to outcomes they didn’t know about today. Sales professionals must understand the key conditions for success, which are the conditions for mutually agreed upon outcomes by which both parties will be measured.

Marketing's helping you on the front-end to get the deal, Services is helping you keep the customer.

In part one of a two-part Voice of Value episode, you’ll learn about the topics of business outcome engineering, X-as-a-Service (XaaS) business models, transformations in the traditional customer-supplier relationship, and how the modern Sales process is about setting the conditions for success and creating a partnership that will work.

Listen to the episode here.

Part 2: Here’s the Secret to the Perfect Sales Moment

If you have the right data, you can put the right offer in front of the right buyer at the right time with a high degree of accuracy. Is this the recipe for the perfect Sales moment? In this second part of this two-part Voice of Value episode, you’ll learn about a new customer engagement model that TSIA calls LAER: Land, Adopt, Expand, Renew. This four-stage maturity model can help you unlock the secret to a never-ending cycle of building accounts.


We can do these amazing things by caring deeply about something that we used to consider to be the customer’s responsibility, which is to adopt the value of the asset.

You will also learn about the Consumption Gap that exists in many B2B relationships and that success happens when supplier and customer outcomes are aligned. World-class companies are transitioning from a transactional model to a LAER model.

Listen to the episode here.

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J.B. Wood

About J.B. Wood

J.B. Wood is president and CEO of TSIA. He is a frequent industry speaker and author of the popular books, Complexity Avalanche (2009), Consumption Economics (2011), B4B (2013), and Technology-as-a-Service Playbook: How to Grow a Profitable Subscription Business (2016), and Digital Hesitation: Why B2B Companies Aren’t Reaching Their Full Digital Potential (2022). He has also appeared in leading publications, such as Fortune, The New York Times, and The Wall Street Journal. Wood advises the world's largest B2B technology companies on strategies to increase growth and profitability through the optimization of their services, sales, product, and channel operations.

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