Gartner Research

Use Buyer Enablement Content to Shorten Sales Cycles and Win More Deals as a Tech CEO

Published: 24 January 2020

ID: G00463712

Analyst(s): Michele Buckley


Technology buyers complete over 50% of the buying cycle independently before engaging with any vendor and spend 18% or less of their time in a buying cycle interacting with vendors at all. Tech CEOs must understand the programs, content and tools that deliver value across the entire buying journey.

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
  • Hallmarks of Valuable Buyer Enablement Content
  • Buyer Enablement Examples
  • Deliver Buyer Enablement via Both Digital and Sales Throughout the Entire Buying Cycle

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