Mark Lindwall

Senior Account Manager

Author Insights

BLOG

Increase Key Account Revenue With Better Process and Technologies

Mark Lindwall December 4, 2014
As sales forces in many organizations face a busy fiscal year-end, they are also planning for how to grow revenues in 2015.  I’ve been working with clients who are looking for insights and ideas on how to increase their revenue footprint in their key accounts next year.  In our discussions, we often discover that their organizations lack comprehensive […]
Read More
BLOG

Why Don’t Buyers Want To Meet With Your Salespeople?

Mark Lindwall September 29, 2014
Recently, I spoke with the CEO of a company who grumbled about the dozens of calls he receives from salespeople each week that land in his voicemail. He told me, “They clearly don’t even understand what business we’re in” and “They should know that their subject was for a person three layers below me.” When […]
Read More
BLOG

Is Your Sales Force Performing Like Watered-Down Whiskey?

Mark Lindwall September 15, 2014
I’m not a whiskey drinker, but I do love history, and selling. So when I read this quote from the October 16, 1861 Memphis Daily Appeal in a University of North Carolina blog recently, I couldn’t help get a chuckle and also make a connection to today’s sales enablement challenges. “Times are tight here, as indeed […]
Read More
BLOG

Who Says That Sales Training Improves Sales Performance?

Mark Lindwall July 16, 2014
Sales enablement professionals with responsibility for sales training clearly have a conflict: the desire to  help salespeople be successful, and  the demands of the organizational leaders who request multiple training activities for Sales. The fact is,  many sales training plans are massively diluted by a mish mash of uncoordinated  training activities. Training organizations are so […]
Read More
BLOG

Beware The “Buyers Already Know What They Want” Myth

Mark Lindwall March 20, 2014
A new and pernicious myth as taken hold in many B2B Sales and Marketing organizations.  The myth – that buyers are 60-70% of the way through their buying cycle before they talk with a salesperson – is an intentional fallacy based on a false generalization that “buyers” means “all buyers”.  Search the web for phrases […]
Read More
BLOG

To Win Against Increasing Competition, Equip Your Salespeople With A Deeper understanding Of Your Buyers

Mark Lindwall January 28, 2014
Last week I spoke with the VP of Sales for a tech company that used to have the hottest product in his market.  In housing terms, they used to be an exclusive and much sought after neighborhood, but now the competition has moved in on all sides and sales are down.  His sales force is […]
Read More
BLOG

Sales Experience — An Obsolete Hiring Criterion

Mark Lindwall January 7, 2014
Sales Managers Err In Biasing Toward Years Of Sales Experience In Making Hiring Decisions Thousands of sales managers, and the human resources (HR) teams that support them, consider years of relevant sales experience to be a key criterion for recruiting and hiring salespeople. In the new economy, however, sales experience is an unreliable indicator of future […]
Read More
BLOG

Sales Leaders Are Ignoring An Effective Strategy To Gain Access To Executive Buyers

Mark Lindwall November 22, 2013
In our research, executive buyers tell us that referrals are far more effective than other approaches for gaining access to them. Yet the referral strategy is ignored in most corporate sales organizations. If you want your salespeople to have greater success accessing executive buyers, then it’s time to consider this important yet forgotten strategy. What […]
Read More
BLOG

What Do Reps Believe Makes A Meeting Successful?

Mark Lindwall November 13, 2013
Do salespeople in different roles (e.g., strategic accounts, geographic, inside sales) and with different levels of experience have different perspectives on selling? Not significantly, according to our Q1 2012 North American Technology Seller Insight Online Survey. Our recently published report “What Do Reps Believe Makes A Meeting Successful?” illuminates how similar the perspectives of sellers […]
Read More
BLOG

Your New #1 Competitor

Mark Lindwall October 19, 2013
Who is your company’s Number One competitor?  Actually, it’s not who you think it is. In fact, it’s probably not “who” at all, but rather “what” that is taking away the most sales from your sales team(s). We recently asked 180 IT salespeople with greater than three years of experience this question: “Thinking about the […]
Read More
BLOG

Where Have All The Good Times Gone? The party is dying out for companies whose salespeople lack empathy for executive buyers

Mark Lindwall October 16, 2013
In his recent report, Competitive Strategy In The Age Of The Customer, Forrester’s David Cooperstein notes that in regard to successful business strategy: “It's no longer sufficient to say that you are simply ‘customer-centric" or "customer-focused.’ The only successful strategy in the age of the customer is to become customer-obsessed — to focus your strategic […]
Read More
BLOG

Understanding Value for Buyers in Complex Sales

Mark Lindwall September 12, 2013
Who do you sell to? That’s a simple question that we’ve asked thousands of salespeople over the past few years. The answers are always interesting and typically focus on either a description of a business segment (e.g., “I sell to Financial Services companies of over $1 billion in revenue”) or a business function (e.g., “I […]
Read More
BLOG

Why Growing the Sales Force May Not Be Your Best Investment Strategy for Revenue Growth

Mark Lindwall July 22, 2013
In a recent post, I introduced on a common scenario that sales leaders encounter whereby the CEO asks the chief sales officer to substantially add salespeople to the sales force to grow the bottom line. We see this strategy repeated over and over again and, unfortunately, it very frequently leads to deeply disappointing results for […]
Read More
BLOG

The CEO Says Hire Salespeople! What’s Next?

Mark Lindwall June 28, 2013
Your CEO just gave you your marching orders.  “We’re going to organically grow the top line and profits by 30% over the next year.  We’re going to grow the sales force to make this happen.  I’ve discussed this with the Board and they agree with the strategy.  So tell me what you need to accomplish […]
Read More
BLOG

Understanding How Value Adds Up for Buyers

Mark Lindwall June 10, 2013
Lots of leaders believe that their sales force (and marketers, product developers, etc.) know their buyers. I disagree. Well, they may know their names and titles and a bit more. But let’s get real. Do the majority of your salespeople really understand how their buyers actually perceive value in what your company provides?   Look, […]
Read More
BLOG

Key Learnings from the Sales Enablement Forum

Mark Lindwall June 10, 2013
Like many other sales leaders, the sense that tectonic shifts in the dynamics between buyers and salespeople are happening has been palpable to me for a number of years.  Researching these changes is why I joined Forrester just weeks before this year’s Forrester Research Sales Enablement Forum.  At the Forum, I had a number of […]
Read More