According to McBain, today’s new buyers are looking for hyper-specialized skills focused on business outcomes. “Every customer [that] is part of a digital transformation ends up buying a foundational product and probably six other layers on top,” he explains.
Data from Forrester shows that 80 percent of salespeople aren’t specialized enough though. “You’ve got to realign how your technology’s applied and talk about becoming hyper-specialized. Really build your intellectual property,” McBain says. As an example, he continues, a vendor may be looking to partner with an MSP that specializes in midsize medical clinics in Upstate New York and has 80 percent of that market share. “Start in a very specific part of the heat map and grow out from there,” McBain counsels. “The companies that are having the most success today in digital transformation are doing exactly that: 80 parts execution, 20 parts strategy and planning.”
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