While traditional sales approaches, focused on product features, often fall short of addressing the specific needs and challenges of DOD agencies, the "Why before What" approach emphasizes collaborative problem-solving over product pitches. The current approach, which either completely lacks problem-solving or is heavily focused on product pitches, often leads to disengaged audiences, wasted sales cycles or missed mission partner support opportunities. Research cited by Marshall indicates that focusing on customer needs generates significantly better results. Customers, according to Salesforce, overwhelmingly feel misunderstood by traditional sales representatives.
DOD agencies face a seemingly insurmountable task when it comes to large-scale changes, including cloud adoption, integration and optimization. Security concerns, workload placement, compliance issues and basic compatibility questions create a sense of frustration. It’s like trying to unscramble a Rubik's Cube. Simply throwing technology at the problem, akin to blindly twisting the cube, offers no guarantee of success.
The Hybrid Cloud Broker Office proposes a different approach. Solution advisors will engage mission partners collaboratively, working together to identify their specific hybrid cloud technical and support needs. This understanding will then inform solutioning and recommendations. Only after a clear picture of the agency's challenges emerge will product discussions commence. Studies by RAIN Group and Sirius Decisions demonstrate the effectiveness of this problem-solving approach, highlighting a 20-30% increase in success rates compared to traditional methods.
This shift in focus fosters trust and stronger relationships with mission partners. Prioritizing customer needs leads to higher satisfaction, repeat business and positive word-of-mouth recommendations. However, the Broker Office acknowledges challenges in implementing this new approach.
The first hurdle identified is a potential technical knowledge gap. Solution advisors may require additional training to effectively identify root problems and recommend suitable solutions. The broker office plans to address this by developing programs that cover hybrid cloud fundamentals, scenario-based training specific to DOD hybrid cloud challenges and technical product certifications.
The second challenge involves establishing performance metrics to gauge the effectiveness of the new approach. The broker office plans to implement continuous customer feedback loops, satisfaction surveys, time-to-value metrics and solution adoption rate tracking. Feedback loops will allow the broker office flexibility to pivot and adjust based on mission partners needs now.
By adopting a customer-centric approach, the broker office positions itself as a valuable resource for DOD agencies navigating the complexities of hybrid cloud environments. This shift from industry-standard sales tactics to a collaborative problem-solving framework empowers the broker office to act as innovators and trusted advisors for their mission partners. Ultimately, the "Why before What" philosophy ensures DISA HAC delivers solutions that optimize DOD's hybrid cloud journey, leading to mission success.
- Jeff Marshall, HaC Acting Director