“We need more leads.”
Who hasn’t heard this as a marketing leader? The obvious follow up questions are “What kind of leads, exactly? And why would those people choose you over competitors?” Unfortunately, you rarely get a satisfying response.
This is the vision gap in action.
Vision in revenue teams isn’t about inspirational posters or vague mission statements. It’s about having clear answers to fundamental questions: Who are we selling to? Why do they need us? How are we different from alternatives? Why did our existing customers buy from us?
Consider a scenario that plays out regularly in the B2B technology sector. Your company invests tens of thousands in trade shows with minimal ROI. Your booth is beautiful and your sales team all shows up, but conversions are low.
The underlying issue? Insufficient market intelligence. Companies frequently assume they understand who their decision-makers are, only to discover through research that purchasing influence has shifted to different roles entirely. Their entire approach targets the wrong audience with messaging that doesn’t address actual pain points.
Developing true vision requires three essential elements:
Market Intelligence That Matters This isn’t just about knowing who your competitors are. It’s about understanding market trends, customer decision journeys, and unmet needs that create opportunities. When you invest in regular market research you discover insights your competitors miss entirely.
Customer-Centric Positioning Your product’s features matter less than how they solve customer problems. Vision requires articulating this connection in ways that resonate with prospects. When you shift from technical specifications to customer-focused solution stories, you can quickly see significant improvements in close rates.
Strategic Messaging Framework A one size-fits-all approach rarely works. That’s why connecting your market knowledge and solutions positioning to specific audiences and distinct segments is the best way to stand out in the market.
When you have a clear vision, decision-making in your sales and marketing programs becomes easier. Marketing knows which messages will resonate. Sales understands which prospects to prioritize. Customer success anticipates client needs before they arise.
Ready to get started? Ask five people across your revenue teams to describe your ideal customer and why they choose you over alternatives. If you get five substantially different answers, you have a vision problem.
The good news? Vision can be developed systematically. It starts with curiosity about your market and customers, continues with research that challenges assumptions, and culminates in a clear strategic direction that everyone understands.
In my next post, I’ll explore how execution brings vision to life. Until then, I’d encourage you to evaluate how clear your vision actually is. The answers might surprise you.