Many moons ago, a friend of mine was watching the Super Bowl and along with millions of other folks around the world saw a Samsung commercial for a ground-breaking new phone. And like we all do (well all of us with smartphones) he immediately Googled the name of this new phone. Alas, he was greeted …
The Problem: Research shows that worldwide B2B buyers are increasingly moving towards DIY buying processes that eliminate the salesperson entirely. In a Gartner Research pre-pandemic survey of 750 B2B customer stakeholders involved in complex “solutions” purchases within their organization, customers reported spending only 17% of their total buying time interacting directly with supplier sales teams. …