Vendavo Joins Marketo LaunchPoint

By Edward Gorenshteyn
June 19, 2013

Today, Vendavo announced that we’ve joined Marketo LaunchPoint.

It comes as no surprise that today’s buyer is now in control of the buying process. According to the Corporate Executive Board (CEB), today’s B2B buyers are over 57% through the buying process before they are ready to speak with a salesperson. They are increasingly sophisticated, connected and social.

This has been behind the rapid adoption of marketing automation systems like Marketo, which enable marketers to stay in front of buyers as they educate themselves and pass only qualified leads to Sales.

At Vendavo, we’ve been witnessing a parallel shift in the world of B2B selling. By the time she is in front of a salesperson, the modern buyer has educated herself and is ready to extract the best pricing and terms, often holding more information than the hapless sales rep she is facing.

So, to negotiate effectively at the “moment of truth” – or each time you ask for your customers business – today’s salesperson needs to be armed to be effective. They need on-the-spot access to metrics such as sales history, spend over time, product to up-sell, the winning price, etc.


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Like Marketing, Sales needs a system to support this new reality.

Vendavo chose to join Marketo LaunchPoint because we believe the changes in Marketing and Sales necessitate a repeatable, hand-in-glove process, with both functions working together seamlessly.

You can view our listing here.

By partnering with Marketo, Vendavo hopes to help customers whose Marketing organizations are already responding to these modern B2B sales dynamics to be able to do the same in their Sales organization.

To learn more about the changes taking place in B2B selling, visit our Profitable Selling page or download the Winning at the “Moment of Truth” eBook.

    Edward Gorenshteyn

    Edward Gorenshteyn has over 8 years of experience spanning marketing, strategy, project management and consulting. Prior to Vendavo, he worked as a BPM consultant and business analyst implementing process automation and CRM projects for companies in specialty chemicals and healthcare. Edward worked on the E-Prescribing (eRx) initiative at Blue Shield of CA, implementing system updates to automate prescribing operations and launching programs to drive eRx adoption among key California physicians groups. At Vendavo, Edward serves as Director of Product Marketing. Edward earned bachelors degrees in Political Science and Slavic Studies at University of California at Santa Barbara and an MBA degree with an emphasis in Marketing Management from Leavey School of Business at Santa Clara University.