Gartner Research

Help Your Customers Buy, Don’t Confuse Them

Improve Your Sales Effectiveness

Experts: Alastair Woolcock, Roland Johnson

Customers struggle to make sense of all the buying options available to them due to information overload. As a product marketer responsible for sales enablement — you must focus on developing “sense making” that will support your customers’ buying process — rather than just helping your sellers sell. Sense making is all about using the right information with a defined seller approach to engage the buyer.

Discover the 3 steps that technology marketers can use to enable sense making and help buyers evaluate the right information sources:

  • Connect
  • Clarify
  • Collaborate

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