The document discusses the importance of understanding submarkets in the tech industry when defining sales cycles, emphasizing patience and tailored strategies. It highlights differences in sales performance between sectors like outsourced software development and cybersecurity, demonstrating that frequent changes in messaging can hinder progress. Overall, the blog advocates for customized marketing approaches to enhance sales success in the tech landscape.

1. A Tale of Two Tech Sectors: Why Submarkets
Matters When Defining Your Sales Cycle - Martal
Group
Vito Vishnepolsky
2023-06-19

2. As the majority of B2B buyers rejoice in the normalization of remote selling, businesses around the world
have been working diligently to meet the demands of the new environment. Before it was mainstream, we
at Martal Group had been helping companies generate leads virtually with sales representatives trained in
the art of long-distance prospecting.
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3. Key Takeaways
The blog highlights the critical significance of understanding submarkets within
the tech industry when defining sales cycles. Key takeaways include: the
importance of patience and persistence in sales campaigns, differences in
performance across tech sectors, the impact of frequent changes in sales
messaging, the complexity of selling tech solutions like cybersecurity and
software development, and the overall benefits of tailored marketing strategies.
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4. Importance of Patience and Persistence
The blog emphasizes that success in tech sales often involves waiting out initial
slow periods. The differences in outcomes for companies A and B versus C and D
illustrate this point. Company A and B, despite slow starts, saw exponential
growth by maintaining their messaging and strategy. Conversely, Companies C
and D's frequent changes hindered their progress, underscoring the value of
patience in lead generation.
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5. Differences in Performance Across Tech Sectors
The blog compares outsourced software development and cybersecurity
campaigns, showing distinct sales cycle characteristics for each. Outsourced
software development saw steady yet slow initial traction while cybersecurity
campaigns required more upfront efforts to build trust. These variations stress the
need for tailored strategies based on the specific tech submarket being targeted.
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6. Impact of Frequent Changes in Sales Messaging
Frequent modifications to sales strategies can reset the progress made, as seen
with Company D and Company Y. Such changes, instead of making gradual
improvements, led to loss of valuable data and nullified touchpoints. This
highlights the disruption caused by constant changes and the importance of
incremental adjustments to optimize sales campaigns effectively.
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7. Complexity of Selling Tech Solutions
Both cybersecurity and software development are mentioned as especially
challenging to sell due to various reasons. For cybersecurity, overcoming the
saturation of fear tactics requires building substantial trust and rapport with
clients. For software development, varying needs mean multiple touchpoints and
precise messaging are critical for success. Both sectors showcase the intricate
nature of tech sales.
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8. Benefits of Tailored Marketing Strategies
Tailoring marketing strategies to specific tech submarkets can significantly
improve success rates. The blog emphasizes that understanding the unique
needs and behaviors of each submarket enables more effective outreach and
better engagement. The case studies of different companies demonstrate how
customized approaches lead to better performance, whether in immediate or
long-term scenarios.
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9. REFERENCES
https://martal.ca/a-tale-of-two-tech-sectors-why-submarkets-matters-when-defining-your-sales-cycle/
https://www.prweb.com/releases/new-study-reveals-one-in-three-smbs-use-free-consumer-
cybersecurity-and-one-in-five-use-no-endpoint-security-at-all-824695692.html
https://www.fundera.com/resources/small-business-cyber-security-statistics
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10. MARTAL GROUP
www.martalgroup.com
HQ - 2275 Upper Middle Rd E, unit 101, Oakville, ON, Canada
US office - 100 Pine St #1250, San Francisco, CA 94111, USA
+1.888.557.7769
vito@martalgroup.com
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