The B2B buyer’s journey has forever changed. No longer is the vendor in control, yet many marketing teams are still executing the playbook from when sellers controlled the flow of information and even access to critical decision-making criteria.
No longer is the salesperson the primary source of information in a B2B sales process. This has profoundly changed the way that marketing and sales serve the modern B2B buying journey.
Buyer empowerment is an important key to success in today’s B2B sales process. As the buying committee expands, each member wants to research independently, leading to fewer sales rep engagement and more self-guided discovery.