Bridging Value Selling with Hybrid Go-to-Market Strategies in 2024

Enterprise sales are transforming rapidly. In recent years, the traditional delineation between product-led growth (PLG) and sales-led growth (SLG) has blurred, giving rise to a “Hybrid” Go-to-Market (GTM) approach. A clear testimony to this change is how hybrid GTM techniques have increased from 37% in 2020 to 48% in 2023. McKinsey predicts hybrid sales will become the dominant B2B strategy by 2024​​. 

By 2025, 90% of all SaaS companies are expected to incorporate a product experience, to some degree, in their sales strategy. The hybrid approach blends the best of both by harnessing the self-service, user-centric advantages of PLG and the personalised, relationship-driven benefits of SLG.

When value-selling strategies are properly incorporated into this approach, the potential for sales teams to enhance deal sizes, shorten sales cycles, and improve win rates is significantly increased. 

Hybrid Strategies and Value-Selling Methodologies in Enterprise Sales

Leading with your product is an excellent way to build immediate interest, but it also risks highlighting features the prospect does not care about or has already tested. For example, 72% of B2B buyers prefer a ‘rep-free’ buying experience, often due to sellers failing to understand their specific context, needs or objectives. 

In these situations, a sales rep can step in and leverage value-selling techniques by showcasing a simplified mutual business case and maintain interest throughout the sales cycle. This is crucial to enterprise sales, where sales reps must take on a “consultative” approach when dealing with enterprise executives rather than a purely ‘solutionist’ one. 

Furthermore, in enterprise sales, even if your prospect sees the immediate value of a product due to a demo or trial, this isn’t always obvious to other stakeholders. In these situations, the sales rep must empower the deal champion to highlight the product's value so that it resonates with each stakeholder's broader objectives. 

To do this, they must collaborate with the deal champion to build a solid mutual business case that can be effectively communicated across buying committees – the product doesn’t always speak for itself.

Finally, the hybrid approach, combined with value-selling strategies, lends itself well to “trojan horse” sales. Lower-level teams can test and use the product. After it gains traction, the sales reps can step in and communicate value to the higher-ups, thereby closing larger accounts. 

Navigating the Complexity of Enterprise Sales

The growing preference for hybrid Go-To-Market strategies highlights a shift in the sales rep's role in enterprise sales. 

Simply showcasing a product’s features is no longer sufficient, and, at the same time, buyers will expect to demo a product on their terms. Therefore, sales reps must communicate the relevant parts of a product, contextualize it within the buyer’s circumstances and then align it with their specific needs and objectives – all while appealing to the general needs of stakeholders within an enterprise and without being too overbearing.

The solution lies in value-selling to maintain collaboration and interest throughout the sales cycle. 

Minoa

Minoa facilitates value and outcome-oriented selling within a hybrid Go-To-Market framework by providing a product and framework for preparing simplified business cases so sales teams can immediately communicate value along the entire sales journey. Furthermore, Minoa allows sales teams to collaborate with deal champions to build more complex business cases and ROI calculators that prove a product’s value to all stakeholders.

As hybrid Go-To-Market strategies continue gaining traction, value-selling's importance becomes increasingly apparent. SaaS companies whose sales teams adapt to this change will position themselves for growth in the coming year. 

If you want to learn more about how Minoa can help your business sell on value and quantifiable impact, please book a call here. 

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