Ori Yankelev: How to Build a Fluid B2B Buyer Journey

As the CRO at OwnBackup, Ori leads their entire global sales organization, which includes the direct sales team, solution engineering, channels, alliances teams, SDR team, as well as their demand generation and sales ops functions. It's a broad scope of new customer acquisition, driving cross sell and upsell as well as pipeline generation, across the funnel. It encompasses how they think about their customers and how their customers buy software, particularly SaaS data protection.Podcast Highlights:02:42 The CRO Role at OwnBackup05:48 How to Create a Fluid B2B Buyer Journey08:45 Keeping the Buyer Journey at the Center of Your Sales Process11:20 Dissonance Between Buyer and Seller Goals12:56 An Example of the Buyer Journey in SaaS Sales18:17 Mitigating the Risk in the Purchase Decision21:00 Defining What Success Looks to the Customer24:17 Involving Stakeholders in the Buying Process26:00 Friction Points in the B2B Buyer Journey