One of the biggest misconceptions of B2B selling is that customers invest in new products and services purely to overcome strategic or operational challenges.
Yes these things will have played their part in initiating the enquiry stage of the buying cycle, the market research and supplier evaluation, but they are not why budgets are approved and investments are made.
The only reason organisations gain budget approval and invest in products and services, is to achieve a positive outcome in one, two or all three of these scenarios,
To increase profitability by creating a competitive advantage
To reduce cost by becoming more operationally efficient
To protect or enhance reputation and/or brand.
It’s also the case that without being able to identify and explain how these positive outcomes will be achieved, budgetary approval for any organisation’s investment plans are unlikely to be approved