Modern B2B buying process — Darragh Fitzpatrick // RollWorks

Chief Revenue Officer at RollWorks, Darragh Fitzpatrick, takes us through the changes in the B2B buying process over the years. While previously buyers didn’t have a lot of options, today they are spoilt for choice. They also have access to much more information than was previously available and this has caused a change in the sales process. Today, Darragh talks about these changes and how sales teams can adapt.
About the speaker

Darragh Fitzpatrick

RollWorks

 - RollWorks

Darragh is Chief Revenue Officer at RollWorks

Show Notes

  • 02:00
    How does the modern B2B buying process differ from the buying process of the past?
    The market is saturated now more than it was previously. Buyers are now inundated with outreach from different companies. Increased options mean buyers are now more informed than they previously were.
  • 05:30
    Did the pandemic accelerate this new buying process or did it stay the same?
    The pandemic did accelerate this new buying process. With things moving remote, people were able to make decisions faster without having to wait for in-person interactions.
  • 08:28
    What are some other before versus after aspects of the B2B buying process that you've experienced as a sales leader?
    Sales processes now have to be more flexible than they were in the past. Sales teams now have to assess how much their prospect understands and meet them where they are.
  • 10:49
    Are there technologies and tools that you count on in your rev tech stack to help?
    We use standard salesforce reporting and on the conversational intelligence side, we use Gong to understand how our sales teams are performing.
  • 12:04
    What message are you sharing with your direct reports to help create that better experience?
    We encourage transparency within the entire team by having everyone share feedback from prospects. As a result, there are changes that will be enforced. We break down how were going to roll out these changes.
  • 15:58
    Is selling more complex today? Is it a much more team activity?
    Definitely. We now try to involve our marketing leaders and the SDR team in the entire process.
  • 16:53
    What would you advise anyone embracing this new selling process?
    First, they should accept that things will change. Always think about the buyers experience during calls. Ensure your prospect is getting value.

Quotes

  • “If you look in the last 10 years, theres definitely been an investment in really efficient upper-funnel activity. And I think at times, what that has led to is that in my opinion, companies haven't necessarily invested enough in creating a buying experience that really stands out.” - Darragh Fitzpatrick

  • “When people come to engage with the company about buying software, I think they're probably more informed than they were. And I think, as a result, oftentimes they don't want to enter into a long labored process that this company has designed.” - Darragh Fitzpatrick

  • “Sales organizations are exposed to about 17% of the B2B buying process.” Doug Bell

  • “77% of people that were surveyed said their B2B buying experience was either difficult or complex.” Darragh Fitzpatrick

  • “If you want a new approach to changing a buying experience, pilot it with a handful of seasoned sales reps.” Darragh Fitzpatrick

  • “Selling is a lot more complex. It's a much more team-sport activity.” Doug Bell

About the speaker

Darragh Fitzpatrick

RollWorks

 - RollWorks

Darragh is Chief Revenue Officer at RollWorks

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