Nowadays, there are many B2B companies that are being reinvented and digitally transformed. However, at the same time, many also discover that investing in digital marketing does not always mean increasing sales. At least, not without more.

This situation often causes frustration for the management team, which ends up making it difficult for B2B companies to establish a solid digital strategy.

To turn this type of situation around, it is essential to know what the pain points or «pain points» facing the company are.

Here we present 3 problems facing B2B companies, so that you can detect what is happening in your company and how to approach your commercial strategy:

1. Poorly defined strategy

Something that often characterises B2B companies is that the implementation of changes tends to be slower than in other businesses, because commercial processes are very complex and each interaction involves many more people than in B2C sales.

For this reason, these companies often end up falling into using a «reactive» strategy. That is, they react and act based on the interest generated by the products or services, without defining a prior plan or setting specific objectives.

However, nowadays, in the digital environment, you have to go further. It is not enough to apply digital tools when a specific need arises. It is important to have a systematic structure that allows you to take advantage of all the opportunities that may arise.

For a strategy to be effective, it must be «proactive», not reactive. It is about having a strategy that allows you not only to adapt to the constant changes in the digital environment, but also to take favourable advantage of them.

2. Lack of team alignment

A common problem that means sales strategies do not end up working is the lack of coordination between Marketing and Sales.

Usually, Marketing spends a lot of time and effort on creating content, but this is not used for sales, either because it does not fit the needs of the sales team, or because the information does not get passed on. In this sense, it is essential that the content is aligned with the company's commercial objectives. 

Well-coordinated management of the digital strategy is key for there to be an effective transformation that translates into more sales. Especially nowadays, when customers contact the company

To do this, the best solution is to opt for unifying the communication channel, so that information is not lost and communication between departments is more fluid. This is also a good way to keep control of the effectiveness of the content.

3. Profitability is unknown

Applying the strategy superficially, or doing so with poorly defined objectives, makes it extremely difficult to know the company's real performance. By not knowing what really works, numerous sales opportunities are lost.

Thus, although it is important to acquire digital tools that streamline commercial processes, it is also important to have the necessary tools to assess the success of their application.

In this sense, it is advisable to have the necessary KPIs to measure the performance that the strategies being developed are having. To do this, the best thing is a tool that, while unifying the channels, extracts statistics to measure the result of the strategy. In this digital era, information management is the key to success.