Sales Benchmark Index, a sales and marketing consultancy focused on helping B2B companies make the number, recently updated their site.
Besides going with an interesting black and white design, they also created a page that lists their competitors, including McKinsey, Bain, Accenture, and others. The page also includes links to the competitors sites.
Sharing the names of your competitors with your buyers
I’m friends with Greg Alexander, CEO of Sales Benchmark Index. We served on the Eloqua advisory board together. @GregAlexander is very active in social media and is someone who understands that in today’s world of wide information availability, the nature of a marketplace and the players in it is no longer a secret.
I asked Greg about listing competitors.
“My buyers told me during many interviews that finding quality sales consultancies was hard,” Greg says. “We are a fragmented industry. Others told me they delayed hiring my firm because late in the decision process they could not find comparable firms, or it took too much time.”
Based on this information from his buyers, Greg and his team moved forward with the new page. “I provide a list of the firms we compete against almost every time,” he says. “I figure the upside is greater than the downside because when we don't get an engagement it is usually due to no decision vs. hiring a competitor.”
What about your market?
Listing competitors like this is a bold form of web content. Has anyone else done this? What do you think about this approach?
Sales Benchmark Index has enjoyed terrific success in recent years. In 2012, I published a 3-part series on Sales Benchmark Index. Here are links to those posts: