Gartner Research

Tech Go-to-Market: Sales Organizations Need to Upgrade Skills and Processes to Meet Buyer Expectations

Published: 03 September 2013

ID: G00255325

Analyst(s): Tiffani Bova, Hank Barnes


Personal interactions with providers are still the most influential activity in B2B buying decisions. However, buyers do not value their interactions with salespeople as much as they did in the past. Sales must adjust processes and skills to learn to guide buyers through their purchase cycle.

Table Of Contents


  • Introduction
  • Sales Must Understand the B2B Buying Cycle for Technology Products and Services
    • Action: Shadow Your Customers and Prospects Across Multiple Mediums
    • Action: Reorient Sales as a Knowledgeable Guide
    • Action: Make Sales Presentations About the Customers and Their Needs — Not About You
    • Action: Plan for Change
  • Summary

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