In Conversation with Ganesh Shenbagaraman, partner at Winning by Design, a premier provider of strategy consulting and coaching programs for sales and customer success organizations. 

Ganesh Shenbagaraman

• Three trends have had a great impact on consumption and buying. The first is the growth of the Cloud and SAAS platforms. Second, the lowering of prices in the software solutions, coupled with the try-before-you-buy options have led to greater volumes of purchases of enterprise SAAS solutions. The third is from risk-averse purchases to more empowered purchases. Employees are more empowered to decide today, so purchases are made more freely. The next generation of workers are also more technology savvy, which adds to the mix. 
• The barriers to entry into the software solutions industry have also been lowered due to ubiquitous availability of technology platforms and skilled expertise. It is also easier to deploy solutions. In most instances, entire compute and storage requirements can be provisioned on the cloud from a phone. At the same time, capital expenditure requirements have come down exponentially.
• Another transition is towards product-led growth and a series of value-exchanges that define the sales process. Each meeting of the sales journey, whether virtual or face-to-face, is marked by exchange of information that adds to the value by creating greater knowledge and awareness about the solution being offered. 

These and more insights you never find in the public discourse around Sales and Buying in this candid episode of The Buyer Side Chat.

Run time – 38.47 mins.