In this episode of the Distributed Truth Podcast, Evan Dunn is joined by Sebastien van Heyningen, a seller turned RevOps expert and the founder of Central Metric. Central Metric helps B2B SaaS companies increase revenue efficiently through building scalable systems.

Sebastien van Heyningen discusses the importance of focusing on the buyer journey in a holistic manner and the challenges companies face in achieving this. He emphasizes the need for a consensus on the buyer journey and the importance of understanding the steps that buyers actually take. Sebastien also highlights the limitations of the concept of a single source of truth and the need for each team to have its own truth-filled operating system. He suggests tracing the best buyer journey that has been delivered and combining it with the existing true north to create an automated and easy-to-follow version. Sebastien also advises companies to ask their clients and gather insights from various sources to understand the steps buyers need to take. 

TRUTHS OF THE DAY

The buyer journey is more important than the offering.

 “We're all kind of doing the same stuff and the folks that actually do it in a holistic way and consider every step, what experience the people that you're trying to engage with are having, those are the ones that win. I put an article up recently that was like, the buyer journey is more important than the offering. And I think as the market becomes more and more crowded, that becomes more and more true.” - Sebastien van Heyningen

The importance of collecting insights from buyers. 

“We're all kind of doing the same stuff and the folks that actually do it in a holistic way and consider every step, what experience the people that you're trying to engage with are having, those are the ones that win.” - Sebastien van Heyningen

Connect with Sebastien van Heyningen and learn more about his work:

LinkedIn: https://www.linkedin.com/in/sebastienvanheyningen/

Central Metric: https://www.centralmetric.tech/services/ 

Connect with Evan to learn more about Syncari and The Distributed Truth podcast:

Evan Dunn | Syncari | Syncari.com

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