Gartner Research

Focus on Situational Awareness to Reduce Buyer Friction

Published: 02 March 2021

ID: G00740417

Analyst(s): Viharika Peddi , Alastair Woolcock

Summary

Technology and service providers too often use sales processes that are inwardly focused, in place of those that make buying easier for customers — creating friction between how products are sold and the buyer’s journey. Providers must adopt a more customer-driven sales approach.

Table Of Contents

Overview

Introduction

Analysis

Gartner Recommended Reading

Note 1: Win Rate

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