Mar 30, 2026 · 53 min · 11 segments
In this episode of AZ TechCast, Arizona-based business leaders and experts come together to explore how organizations across the state can strengthen sales performance, refine marketing strategy and…
Steve ZylstraHost
So there's an incredible amount of uncertainty in the world and in the marketplace today.
But in this conversation today, we want to know what each of you are seeing in terms of how this uncertainty is affecting sales and growth of small and large enterprises.
Steve, the answer to the question really is that sales performance has been down the last couple of years.
And I would say that what we'll talk about today really is that it's not an effort problem, but it's mostly a system problem with alignment.
Do you have the right alignment with your customers and the right alignment internally?
You know, on the marketing side, it's kind of this mixed bag, if you will, because engagement looks high on the marketing side, but conversion looks low.
And it's symptomatic of some of what Mark's talking about there, which is Longer buying cycles, more people involved in the buying process, and that translates from the marketing realm into, geez, it looks like our numbers are good from, you know, people seem to want to be interested, but why are we not getting all the way through the cycle and handing off good leads to sales? That's kind of what we're seeing right now.
Jamie, you have a lot of clients that are, of course, experiencing this uncertainty.
Yeah, I would say in general, like with all things going on, especially in B2B, it's feeling like, you know, to kind of touch on all of this holistically, that there's a lot moving really fast, really rapidly.
So I'm seeing entrepreneurs feel like paralyzed almost, like there's too many options, too many decisions.
So there's an incredible amount of uncertainty in the world and in the marketplace today.
But in this conversation today, we want to know what each of you are seeing in terms of how this uncertainty is affecting sales and growth of small and large enterprises.
Steve, the answer to the question really is that sales performance has been down the last couple of years.
And I would say that what we'll talk about today really is that it's not an effort problem, but it's mostly a system problem with alignment.
Do you have the right alignment with your customers and the right alignment internally?
You know, on the marketing side, it's kind of this mixed bag, if you will, because engagement looks high on the marketing side, but conversion looks low.
And it's symptomatic of some of what Mark's talking about there, which is Longer buying cycles, more people involved in the buying process, and that translates from the marketing realm into, geez, it looks like our numbers are good from, you know, people seem to want to be interested, but why are we not getting all the way through the cycle and handing off good leads to sales? That's kind of what we're seeing right now.
Jamie, you have a lot of clients that are, of course, experiencing this uncertainty.
Yeah, I would say in general, like with all things going on, especially in B2B, it's feeling like, you know, to kind of touch on all of this holistically, that there's a lot moving really fast, really rapidly.
So I'm seeing entrepreneurs feel like paralyzed almost, like there's too many options, too many decisions.
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