For the past few years, you have seen analysis from SiriusDecisions on how the buyer’s journey is changing. We have demonstrated this by examining the practices of the most successful b-to-b sales and marketing organizations and by surveying buyers on their preferences. Each time, the results show the buyer more in control of the process.
Now we bring you the view of the b-to-b salesperson. As part of a recent global study, we asked 300 senior salespeople how they see the buyer’s journey impacting their ability to sell. Here are a few nuggets of insight we gathered from their answers:
Today’s b-to-b salesperson enters into a compressed sales cycle with intense enablement requirements. Salespeople face an enormous challenge to get into the buyer’s journey earlier, yet it is obvious that this is unrealistic without marketing. With salespeople talking about how much their sales cycle has changed, marketing has an incredible opportunity. If ever there was a time for solid collaboration between sales and marketing, it is now.