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ACCELERATING REVENUE IN A CHANGED ECONOMY – Forrester

How to Sell in a New Economy

A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”.  That is still true, but the wisdom has morphed a bit with the times — as wisdom is wont to do.  Today’s B2B buyers control their own journey through the buying cycle much more than today’s sales person controls the selling cycle. Although it varies with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out for a sales person.  For many product categories, buyers now put off talking with sales people until they are ready for price quotes.  This new dynamic changes the role of B2B marketing in a fundamental way.

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Source: Forrester

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