Gartner Research

Use Buyer Enablement Content to Increase Deal Velocity and Shorten Sales Cycles

Published: 06 August 2019

ID: G00381389

Analyst(s): Michele Buckley


In today’s complex buying environment, buyers frequently revisit buying tasks, which extend sales cycles. Successful product marketers develop a collection of high-quality information and tools — which Gartner calls “buyer enablement” — to help buyers and sales navigate the purchase process.

Table Of Contents


  • The B2B Buying Journey Is Difficult
  • Buyers Frequently Repeat Tasks, Which Slows Sales Cycles
  • Vendors That Make Buying Easier Win
  • Buyer Enablement Supports the Completion of Buying Tasks
    • Buyer Enablement Examples
  • Deliver Buyer Enablement via Both Digital and Sales Throughout the Entire Buying Cycle
  • Hallmarks of Valuable Buyer Enablement Content

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