Today’s B2B buyers are more empowered and thrive in an always connected world. Easily available, credible information makes them more informed, raises expectations and devalues early-stage conversations with sales.
The B2B sales is fast moving from a sales-led-marketing-supported format to a marketing-led-sales-supported format and most sales teams are yet to fully transform. Hence, over 50% of B2B salespeople did not achieving their quota in 2016 (CSO insights).
An effective sales enablement is predicated on providing sales organization what they need to continue the conversation with the target buyers. I’s important to provide sales with the resources the buyer wants and when the buyer wants these resources.