Gartner Research

Tech CEOs Should Focus on Situational Awareness to Reduce Buyer Friction

Published: 31 January 2023

Summary

Tech CEOs who use outdated sales processes make it more difficult for buyers to navigate the complexities of a buying journey. To work more efficiently, tech CEOs must adopt a more buyer-driven sales approach that reduces friction, making it easier for buyers to buy.

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Overview

Key Findings
  • Technology buyers continue to rely less on sellers for data and content; often, they now get much of the value traditionally provided by sellers through independent, digital channels. This challenges the seller’s ability to understand the buyer’s situation and readiness to buy.

  • In this environment, buying friction occurs when stringent, often inwardly focused, sales processes are at play, resulting in misaligned interactions with buyers in their buying journey, creating a frustrating experience for all.

  • Limitations in buyer and sales enablement training may be at play. Enablement practices typically focus on product/service features or sales productivity, rather than enabling buyers to

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