The Importance of Sales Involvement in B2B Organizations

Name: The Importance of Sales Involvement in B2B Organizations
Uploaded: 2024-03-13T13:04:40+00:00
Duration: 48 s
Channel: Jason M. Lemkin
Description: In this segment, Jason M. Lemkin emphasizes that top-performing B2B companies keep their head of product or VP of product deeply engaged in the sales…

13 Mar 2024 · 1 min

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In this segment, Jason M. Lemkin emphasizes that top-performing B2B companies keep their head of product or VP of product deeply engaged in the sales process. He illustrates the point with a case study of a company nearing $60 million in revenue that was negotiating with its largest prospective customer. The head of product attended the meeting and recognized that the customer wanted to "deconstruct" the product—using only certain backend and analytics components while discarding the frontend. By understanding this nuance, the product leader guided the negotiation and saved the deal, demonstrating how product leadership presence can be critical to closing large sales.

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I think in the best-run B2B organizations that I've worked with in my own as well, the great, at least the head of product, the VP of products are deeply involved in sales, deeply involved in sales, deeply involved in sales. Um, I, a company I invested in that's just crossing $60 million, they just had a meeting with who will be their largest customer. Okay. And the head of product was there, is at the board meeting, is like, thank God I was there because what they want to do with our product, we sorta do. We sorta do. The product does do it, but what they want to basically do is deconstruct the product. Okay. They don't actually want to use the backend and analytics and some other pieces, but they don't really need the frontend of the product. If the head of product hadn't been there, that deal would have been lost.