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Monday, January 30, 2023

Kerry Cunningham – How Using The Buyers Market Research Can Help You Close More Deals


How many times have you heard or read over the last few years “the b2b buyer behaviour has changed”, “buyers want to self serve and have a seller free experience.”

Even if you only consider the articles, whitepapers or market updates written by Gartner and Forrester you could blow through at least a couple of printer cartridges.

But, for all the predictions of the future of sales, there is a remarkable shortage of granular insight into the specifics of the behavioural change and the things companies are doing to address the changing market place.

Which is why I was really excited when Kerry Cunningham from 6Sense agreed to be a guest.

Kerry has spent most of his time during the last 10 years working as a researcher and analyst for Forrester and Sirius.  Focusing his energies on working with marketing operations or demand management functions in some of the worlds leading organisations.   

In our interview we focus on one area of the sales process that has been transformed more than any other over the last 10 years information asymmetry. 

It is well documented that even before buyers reach out to a sales rep, they are likely to have researched the organisation, its competitors and asked for views on the product or solution from their network.  

Whilst many organisations still see this as a bad thing,  there are some that are embracing the opportunity of selling to prospects that are informed and have preconceived opinions

We talk to Kerry about the following things:

  • How organisations are able to leverage a prospects “product and market research activities “ to find tune their lead conversion process
  • Why the best organisations are using a single lead from an organisation to initiate an account focused sales process. 
  • Why organisations need to actively engage with buyers pre-existing assumptions of a your product
  • How sellers can positively address feature limitations of their product / service
  • Why buyer behaviour has not changed, but what is possible has changed

About Kerry Cunningham:

Kerry Cunningham has more than 25 years of experience in B2B demand generation and management, spanning a broad array of industries and markets.

Kerry has been a thought leader in the design and implementation of demand marketing processes, technologies and teams for a wide array of B2B products, solutions and services. For more than two decades spanning the gap between marketing and sales, Kerry has also developed a wealth of expertise in the alignment of marketing and sales organizations. 

At SiriusDecisions and then Forrester, Kerry authored and co-authored a wide range of key models and frameworks, spoke at dozens of industry events, including 4 appearances as a SiriusDecisions Summit keynote speaker. Throughout, Kerry has continued to drive the RevTech revolution in B2B, helping organizations transform from outmoded, ineffective lead-based practices to modern, buying team and opportunity-centric processes to unlock next-level performance.

Kerry brings to his work with B2B organizations a unique combination of academic and real-world expertise in marketing, organizational design and management, including expertise in cross-cultural organizational design and change management, employee selection and retention, and performance management. In addition to dozens of business briefs and articles, Kerry is a published author in both 

literary and scientific publications.

Kerry has a BA in psychology and journalism from Indiana University Bloomington and an MS in psychology from San Francisco State University.

Kerry’s Dream App:

Kerry feels that in a sales process where there are multiple stakeholders, influencers and decision makers, he would love there to be an app that could indicate the engagement level or intent to buy of each stakeholder buying team

Kerry’s Business Books of Choice:

Our second recommendation for the book  Book Noise – Daniel Kahneman

It is on my pile ready to read, but has been elevated into “next book to read” status.

Kerry’s Boxset of Choice:

Kerry is a massive tennis and baseball fan. 

No boxset to recommend but, he is still buzzing after the US open, and a little Meh about the Boston Red Sox performance so far this season!


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