top of page
  • Writer's pictureBrian Shea

Overcoming Your B2B Sellers' Fear of Heights and Bridging the Business Gap

In the vast landscape of LinkedIn job postings, an intriguing trend emerges: over 2000 positions for Chief Revenue Officers (CROs) and Chief Sales Officers (CSOs), with an additional 300 openings for Senior Vice Presidents (SVPs) or Vice Presidents (VPs) of sales. The question arises: are these vacancies a result of expanding business needs, or are they merely backfilling roles left vacant by unsuccessful predecessors?

At Lucrum Partners, we've observed a concerning pattern among sales and revenue leaders—they are often operating from outdated playbooks. In today's dynamic economy, where senior executives increasingly play a pivotal role in B2B buying decisions, many sales professionals find themselves unable to effectively engage with these high-level decision-makers. The root cause? A lack of both business acumen and emotional intelligence.

The consequence of this gap is evident: B2B sellers are being pushed down within organizations, and relegated to lower levels where they echo the same limited perspectives. The challenge no longer lies solely in a company's offerings or pricing strategy. Instead, it's about closing the business value gap and catalyzing executive action.

What's missing is the ability to ignite business curiosity—a skill that compels busy executives to invest their valuable time and resources to learn more. Moreover, B2B sellers often struggle to create urgency, failing to drive decision-makers to act promptly.

In today's landscape, modern B2B sales teams must possess a deep understanding of executive decision-making processes. They must identify and leverage relevant performance metrics, utilize ROI and economic justification frameworks, and tailor their conversations to resonate with their executive audience's specific roles and concerns.

The bottom line is clear: companies will continue to experience turnover among senior revenue and sales executives until CEOs demand a research-backed modernization of their selling strategies. It's not just about filling vacant positions—it's about redefining how sales are approached in the contemporary business environment.

The journey ahead requires a shift in mindset, a commitment to continuous learning, and a willingness to embrace new methodologies. Only by bridging the business gap and aligning sales strategies with the evolving needs of executive decision-makers can organizations thrive (or just survive) in today's competitive landscape.

Sales is hard and getting harder, especially for companies who are operating from pre-historic playbooks. We can help.

4 views0 comments


bottom of page