Gartner Research

Help Your Customers Buy, Don’t Confuse Them: Learn How to Improve Your Sales Effectiveness

Published: 06 February 2020

ID: G00465738

Analyst(s): Alastair Woolcock


Customers are struggling to make sense of all the buying options available to them due to information overload. Product marketers responsible for sales enablement must focus on developing techniques that will support their customers’ buying process — and not just focus on helping their sellers sell.

Table Of Contents



  • Know When and How to Improve Buyers’ Confidence in Their Decisions Throughout the Sales Process
  • Create an Engagement Strategy That Focuses on Helping Buyers Evaluate the Right Information Sources
    • Step 1: Connect
    • Step 2: Clarify
    • Step 3: Collaborate

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