Mastering “Strategic Thinking” & “Sequencing Strategy”: your blueprint for B2B Sales Success
In today's fast-paced business environment, strategic thinking has become a critical skill for success. As a salesperson, sales manager, or sales leader, your world is constantly evolving - whether it’s the solutions you offer, the tools you use, or the industry you operate in. At the same time, your customers are facing their own transformations. It’s not enough to simply recognize emerging challenges and opportunities; you must continually adapt your strategy, processes, and resources to stay ahead of the curve and meet emerging challenges.
The more complex the solution you are selling, the greater the number of stakeholders you will need to navigate - both within your customer's organization and your own. Don’t forget you are selling twice (not only to your customer but also to your organization). The following strategies, inspired by Michael Watkins’ "The 6 Disciplines of Strategic Thinking" from his video series, will be invaluable in helping you manage these complexities.
The Six Disciplines of Strategic Thinking
Michael Watkins, in his video "The 6 Disciplines of Strategic Thinking," identifies six key mental disciplines that underpin successful strategic thinking. These disciplines help leaders and sales professionals navigate complexity, prioritize effectively, and make decisions that drive success. Let's break them down:
Strategic thinking: nature & nurture
Strategic thinking is a combination of innate talent and learned skills. While some individuals may naturally excel in strategic thinking, anyone can improve with focus, practice, and experience. It’s about developing the right mindset to recognize, prioritize, and act on opportunities.
Pattern recognition
A foundational aspect of strategic thinking is the ability to identify patterns in complex situations. Much like chess grandmasters who see more than just the pieces on the board, strategic thinkers identify opportunities, vulnerabilities, and connections within complexity. This skill enables you to navigate uncertainty with confidence and clarity.
Systems analysis
Strategic thinkers must analyze complex systems. While no single person or computer can capture every element perfectly, identifying and focusing on the most important aspects, factors, and components enable informed decision-making and a better understanding of broader impacts.
Mental agility & level shifting
Great strategic thinkers move between big-picture thinking and ground-level details fluidly. The ability to shift perspectives - seeing both the forest and the trees - allows for more effective problem-solving and decision-making. This flexibility is key to navigating dynamic environments and making well-rounded choices.
Structured problem solving
Strategic thinkers approach problem-solving through structured processes. This involves:
framing the right problems,
generating multiple solutions,
and testing them to identify the best course of action.
This ensures alignment and effective decision-making.
Visioning
Creating a compelling vision for the future is essential for motivating teams and setting a clear direction. Leaders must balance ambition with achievability, ensuring the vision is both inspiring and realistic. A well-crafted vision energizes teams and helps them stay focused on shared goals.
Sequencing strategy: a key to B2B Sales success
Now that we've covered the core principles of strategic thinking based on Michael Watkins' framework, let’s explore how sequencing strategy - an essential B2B sales tactic- can bring these concepts to life. Sequencing strategy is the careful planning of the order in which you engage with stakeholders to build momentum, create alignment, and ensure your proposal gains traction at every stage.
In the context of B2B sales, this strategy is invaluable. It helps navigate the complex web of relationships within an organization, ensuring that your ideas, proposals, or strategies gain the necessary support before they reach key decision-makers. Here’s how to apply sequencing strategy in your B2B sales process. Be mindful that as your sales complexity increases, you’ll likely need to apply this strategy internally within your own organization as well, to gather the support you need.
While sequencing strategy offers a structured approach to engaging stakeholders and building momentum, it's important to remember that no plan is ever set in stone. As you advance through the sales process, changing dynamics may require you to adjust your approach. This is where your strategic thinking skills come into play. Being able to pivot and adapt your strategy based on real-time insights is crucial for success. But having a map is always a good starting point.
From an operational perspective, sequencing strategy can guide your account strategy and mapping efforts. The more complex your customer’s organization, the more critical it becomes to understand the layers of decision-makers, influencers, and stakeholders, applying your sequencing strategy to each. The better you can adjust and adapt your engagement plan, the more likely you’ll stay on track and close the deal.
Leveraging frameworks: the power of MEDDICC
Frameworks like MEDDICC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion) provide a structured approach to qualifying and managing sales opportunities. When paired with sequencing strategy, MEDDICC can help you refine your approach. By using MEDDICC as a foundation, you can analyze your accounts, prioritize key stakeholders, and adjust your sequence as the needs of the organization and deal evolve. These frameworks offer a flexible guide to maintain clarity and direction amidst complexity. While the map is not the territory, it’s a valuable starting point.
Key Steps for effective Sequencing Strategy in B2B Sales
Understand stakeholder relationships
In B2B sales, you’ll deal with a variety of stakeholders - decision-makers, influencers, users, and others. Sequencing strategy requires you to prioritize and structure your interactions. The key is identifying who has the most influence, who is most likely to be persuaded, and who needs to be on board for the deal to succeed.
The order of engagement
A critical aspect of sequencing strategy is determining the right order to engage with stakeholders. Start by engaging key influencers who are likely to champion your solution. Their support can build credibility and momentum. Next, engage early adopters or supporters who are open to new ideas. Once you’ve garnered enough support, approach the decision-makers—the final arbiters of your proposal.
Avoid overplaying your hand
It’s important not to push too aggressively or too soon with key decision-makers. Trying to sell too early can create resistance or raise doubts. Engage with stakeholders carefully, providing just enough information to move the process forward without overwhelming them.
Leverage support in the right order
In B2B sales, your solution may require buy-in from multiple departments. Ensure you're engaging them in the correct sequence (*) for that specific customer. For example, gain approval from the IT department before approaching finance. This way, when it’s time to discuss costs, you can demonstrate that the technical implementation is feasible and won’t disrupt operations. Building momentum in the right order ensures that all departments are aligned and avoids potential miscommunications.
(*) Based on your own experience, or perhaps guidance from your organization, you may have a clear idea of what the right order should be. However, as we’ve discussed in a separate article, it’s important to remain open to the signals you receive during your first interactions. Don’t be too rigid. If the standard sequence doesn’t seem to fit, be ready to adapt your approach accordingly.
Manage internal dynamics
Organizational politics can significantly impact B2B sales. If a department or individual feels sidelined or threatened, they may resist your proposal or influence others against it. A smart sequencing strategy takes internal dynamics into account. By engaging stakeholders carefully and building broad support across departments, you minimize the risk of facing unexpected opposition later.
Example: applying sequencing strategy in B2B SaaS Sales
Imagine you’re selling a SaaS solution to a large enterprise. Here's how you might apply sequencing strategy:
Step 1: Start by engaging the CTO or head of IT, who understands the technical aspects of your product and can advocate for its compatibility with existing systems.
Step 2: After gaining buy-in from the CTO, engage the CFO or finance director, emphasizing the financial viability and ROI of your solution.
Step 3: Once you have those key influencers on board, approach the CEO or COO to discuss high-level strategic alignment and how your product fits into their broader vision.
Step 4: After leadership approval, bring in the end-users (e.g., department heads or employees) who will directly work with the tool. Ensuring their buy-in ensures smoother implementation.
By sequencing your outreach and carefully managing who you approach and when, you can build a network of advocates within the organization, ensuring your solution is well-supported when it reaches the decision-makers. Sequencing strategy is powerful in B2B sales because it helps avoid resistance, mitigates risk, and increases the likelihood of a successful sale by fostering positive momentum throughout the process.
Applying “strategic thinking” and “sequencing strategy” together
Incorporating both strategic thinking (based on Michael Watkins' six disciplines) and sequencing strategy into your B2B sales process can dramatically increase your chances of success. Strategic thinking provides the framework for analyzing, prioritizing, and mobilizing support, while sequencing strategy ensures you engage the right stakeholders in the right order to build momentum and avoid resistance.
By recognizing patterns, analyzing systems, and leveraging your mental agility, you can effectively navigate the complex relationships and internal politics that shape sales decisions. By using sequencing strategy, you’ll build a network of supporters and advocates, ensuring your solution gains the traction it needs before reaching final decision-makers.
Mastering both strategic thinking and sequencing strategy is essential for B2B sales success. These skills help you make informed decisions, create a compelling vision for your solution, and build the necessary relationships and support to close deals more effectively. By adopting a thoughtful and strategic approach to your sales process, you’ll be able to stand out in a competitive market and drive results that benefit both your clients and your organization.