As hard as it might be for some of us old-timers to believe, 2015 represents the exact 30-year mark referenced in Back to the Future Part II. Makes you feel old, doesn’t it?
The concept of time, beyond Hollywood's interpretations of traveling through it, is a core currency among modern B2B marketers and sellers: product developers are under constant pressure to reduce speed-to-market. Marketers are tasked with refreshing – and controlling – the brand more frequently than ever before, and delivering more quality leads, and faster than a DeLorean. Sales leaders are pulled in a million directions, and never have enough space on their calendar to ride along with their reps in order to provide proper coaching. Reps themselves are now required to act like micro-marketers, adding the stress of delivering the right message, at the right time, to the right person, to their already-metered selling time. And even clients are required to become smarter buyers, distilling terabytes of user-generated and Googled data into just-in-time, lean purchasing behaviors that minimize face time with traditional B2B sales reps who cherish that 1:1 encounter more than anything else.
