Technology-Out Strategies are Holding Organizations Back
The problem with "technology-out" strategies is that the expectations of today's B2B end users have shifted dramatically. Today's user expects a cohesive and consistent experience across all omnichannel engagement points – the same type of experience they have with their beloved Amazon account or countless other mobile devices and applications, which live at the heart of their digital life.
When it comes to B2B engagements, it's nearly impossible for users to engage with a seller in the way they have come to expect when a business's processes and tools are siloed and disconnected, and users are forced to move between systems and shift contexts to complete a single task.
The challenge for CPQ vendors: deliver the expected B2C-caliber experience while managing complex products and services. The best CPQ vendors rise to that challenge and unify the experience through guided buying/selling and other solution-oriented experiences. Yet most CPQ vendors are "channel siloed," with core competencies focused on extending CRM applications, representing a feature-oriented or "technology-out" approach.
