Published: 27 February 2023
To ensure revenue growth in B2B sales, chief sales officers must implement best practices from the case studies in this research, creating a low-effort buying experience that builds customer confidence, simplifies the buying journey and reflects changing purchase preferences.
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Constant and compounding disruption — increasing inflation, tightening labor markets and unreliable supply chains — are affecting buying behaviors and disrupting selling dynamics.
Buyers go through a nonlinear buying journey, frequently revisiting key buying tasks or working on them simultaneously, but supplier commercial funnels still assume a linear buying journey.
Throughout the buying journey, buyers are showing a growing preference to learn and complete buying activities through digital and, in some cases, rep-free channels.
The amount of high-quality information available to today’s buyers can, in some instances, make it harder for them to make purchase decisions.
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