Funnel Reboot Podcast

Episode 198 A pretty widely held view in the world of B2B products is that sales has gotten harder, not easier. It’s not that buyers aren’t buying. By definition, buying is something they do. But in the example of software, some sales reps won’t even know they were being evaluated, let alone passed up for a rival’s product. Only the winning vendor knows that that account uses them for that specific function in their technology stack. All other companies are in the dark.     But are they really? Another way to look at this is that every vendor has information that could be valuable to others. You can find many buyers stacks with products having some overlap but that largely complement each other. As proof, note that lots of these products even integrate with each other because of buyer demand.    Should vendors consider collaborating with vendors they compete against? Aren’t we supposed to hate the competition?   We don’t have to. A famous example of that was Apple’s announcement in 1997 of the deal it struck