We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople. And I’m not sure that salespeople share the same passion for ideas as we do. I think they need to be convinced. Please tell me if you think the following does the job:

• Relationships are what matter in selling. Why should I start selling ideas instead?
  Relationship selling skills matter more than ever. Idea selling isn’t a replacement for any current selling skills. It is an additional tool.
• But why are ideas so important now?
  Buyers are spending much more time online than they used to. A (fairly old) study by Forbes and Google found that 80% of C-level executives perform at least three web searches per day. That was in 2009. No doubt that number has continued to go up—especially with the rise of mobile and social media.
• What does online search have to do with selling?
  As buyers do more searching, they are stretching the buying process earlier and earlier, to the point where they may not have a specific product or service in mind when they search. They are looking for inspiration and guidance on the business problems they face. Increasingly, they are going to the internet for that guidance before they speak with salespeople.
• So you’re saying there’s a part of the buying process that doesn’t involve salespeople?
  No. I’m saying there’s a new part of the buying process that comes before buyers have decided what they want to do. They assume that salespeople can’t help them at that point. And for the most part, they’re right. Most salespeople are still focused on selling specific products and services.
• C’mon, nobody goes in pitching anymore. I ask them about their pain points and work with them to resolve them.
  Well, ask buyers and they’ll tell you that you should know their pain points before you even walk in the door. They want to start the conversation with their pain points and work forward from there—without talking about what you have to offer them. They are looking for good ideas, facts, and data about how to solve their specific business problems. That’s what they’re looking for on the internet—why shouldn’t they expect it from their providers, too?
• But I don’t have access to that kind of information.
  Maybe not, but someone inside your organization does. Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. The trick is to discover those sources of ideas in your organization and capture their wisdom for wider distribution.
• How do we find and tap into those sources of ideas inside the organization?
  Sales and marketing need to work together to develop an idea network—a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. The big strategy consulting firms have been doing this for decades. But it’s only since the rise of search that buyers have begun to expect this kind of original thinking from all their providers. In a recent ITSMA survey, 88% of B2B buyers said that ideas are important or critical for providers that want to make it to their short lists.
• How do I get these ideas in a form I can use with customers?
  Besides creating idea networks, B2B companies also have to become publishers. With the decline of B2B trade publishing, B2B providers have to pick up the slack. But it can’t be with warmed over brochures. Traditional forms of marketing are still incredibly value later on in the sales cycle, but at the early stages, companies must produce articles and surveys that can compete with what the journalists used to provide. The management consulting companies have built small publishing engines—with dedicated editors, writers, and other publishing experts—inside their four walls. B2B companies that are serious about idea selling need to do the same thing.
• Great, so you want me to dump a bunch of whitepapers on my customers?
  No, you have to work with marketing to get those ideas translated into a form you can use with customers—whether that be idea salescards, demos, etc. Sales and marketing need to work together to figure that out. This is where many marketing groups fall down; they stop short of translating the ideas into usuable sales materials. Companies need to become as good at idea sales enablement as they are at idea publishing.

Does this look like a realistic list? What have I left out?