B2B Sales Basics: Mastering the Attack, Defend, Expand Strategy

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Hugo Le Calvez

Digital Marketing Expert

Sales woman sharing strategy with her team
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In the world of B2B startups, there’s something common among those who achieve remarkable growth, bootstrap their way to success, or overcome tough challenges: a solid 360° B2B sales strategy. I like to call it the ADE strategyattack, defend, expand — because it helps them not only attract new customers but also keep the ones they already have.

 

Now, I’m not claiming to know it all, but I’ve noticed a pattern that might help you find your own winning strategy. One mistake I often see is B2B startups relying solely on inbound marketing or prospecting-only sales. While it can generate leads, it’s usually not enough to thrive in the competitive B2B landscape.

 

On the other hand, the most successful B2B businesses embrace the ADE strategy. They understand that a well-rounded approach, combining targeted attacks on new opportunities, a strong defense to retain existing clients, and a focused expansion into new business units, is the key to sustainable growth.

 

So, let’s explore the ADE strategy further and see how it can revolutionize your B2B sales efforts. By the end of this article, you’ll have a clearer understanding of striking the right balance between acquiring new customers and nurturing existing relationships. It’s time to unlock the secrets of successful B2B sales and take your startup to new heights.

 

1. The Salesperson (Attack)

1.1 Objective: Closing New Clients

The salesperson is the frontline warrior, relentlessly pursuing the goal of closing new clients. Their focus revolves around three core missions:

 

  • Prospecting potential customers: Armed with cold emailing, cold calling, and a presence at B2B fairs, salespeople hunt down and identify promising prospects. Some even tap into their networks, built through past experiences, to expand their pool of potential clients.
  • Converting prospects into leads: Once identified, prospects must be nurtured and guided along the buyer’s journey. Salespeople leverage their expertise, product knowledge, and persuasive skills to transform prospects into qualified leads.
  • Closing the deal: The pinnacle of success lies in sealing the deal. Through effective negotiation, relationship-building, and a deep understanding of the customer’s pain points, salespeople strive to convert leads into loyal clients.

 

1.2 Challenges Faced

However, this role is no easy feat, as salespeople encounter numerous challenges:

 

  • Prospecting firewalls: Decision makers are increasingly guarded, setting up barriers to protect themselves from constant solicitation. Overcoming these obstacles demands creativity, perseverance, and a tailored approach.
  • Time: Building relationships and closing deals takes time. Salespeople must possess patience and tenacity, knowing that success may not come overnight.
  • Trust and credibility: To win over clients, both the salesperson and the company must establish trust and credibility. Building a solid reputation is vital for long-term success.

 

The salesperson’s role is a continuous background task throughout the startup journey. Their success is intricately tied to existing customer portfolios, driving exponential growth and prosperity.

 

According to the book T2D3: How some software startups scale, where many fail, the sales landscape has transformed. Sales is no longer solely about meetings and product demos. With the advent of automation, marketing teams handle much of the initial prospect nurturing through trials, self-service nurture campaigns, and onboarding videos. As a result, the sales function has shifted towards account management, focusing on extracting maximum value from existing customer relationships.

 

2. The Customer Success Manager (CSM) (Defend)

2.1 Objective: Retaining Existing Customers

In the battle for B2B sales success, customer retention is a critical front. The Customer Success Manager (CSM) takes on the role of defender, tasked with three primary objectives:

 

  • Retaining existing customers: The CSM’s foremost priority is to ensure customer satisfaction and retention. By providing exceptional service, proactive support, and timely responses, they create an environment where customers feel valued and satisfied.
  • Communicating feedback for product improvement: The CSM acts as the vital link between customers and the company. They gather invaluable feedback and insights, facilitating continuous product improvement and innovation.
  • Re-signing with existing customers: Securing renewals and fostering long-term loyalty is a crucial responsibility of the CSM. Through effective relationship management and demonstrating the ongoing value of the product or service, they encourage customers to continue their partnership.

 

2.2 Challenges Faced

While the CSM role proves particularly effective in SaaS environments and subscription-based businesses, it is not without its challenges:

 

  • Cost: Implementing a robust customer success function can be costly. Depending on your business type, you may need to hire additional CSMs as your customer base expands.
  • Downturn protection: The CSM’s role becomes even more vital during challenging periods. For instance, when finding new customers becomes difficult, a strong customer success program can help sustain the business until sales efforts regain momentum.

 

The CSM is a problem solver for customers, requiring a mindset focused on solution-oriented support. Their primary objective is to maintain and enhance the customer relationship while playing a crucial role in product improvement.

 

3. The Account Manager (Expand)

3.1 Objective: Expanding Sales to Existing Customers

The Account Manager operates at the intersection of the salesperson and the CSM. Their main focus is expanding sales within existing customer accounts. This role aims to achieve two primary objectives:

 

  • Expand revenue through cross-selling or upselling to other business units within existing customers.
  • Establish a dependence effect and protect against competition by fostering strong relationships and loyalty within the customer organization.

 

3.2 Challenges Faced

The role of the Account Manager presents unique challenges:

 

  • Limited awareness within the organization: Your company may have a relationship with a specific business unit, while others remain unaware of your offerings.
  • Potential for jealousy and resistance: Successfully expanding sales within an existing customer base can lead to resistance from other departments or business units.
  • Long-term profitability: Leveraging existing customer relationships for expansion often yields more sustainable profits over the long term.

 

Conclusion

By harnessing the power of the ADE strategy, B2B organizations can unlock their full sales potential. Each role — the salesperson, the Customer Success Manager, and the Account Manager — contributes unique strengths to create a formidable sales force. By implementing a well-structured and synchronized approach, businesses can optimize their sales efforts and achieve sustainable growth in today’s competitive B2B landscape.

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