Gartner: Create Buyer Enablement Tools to Win More Deals

Buying of B2B solutions isn’t just difficult, new research indicates that “it’s become nearly unnavigable”. Gartner says that today’s customers are spending around two-thirds of the buying journey gathering, processing and de-conflicting information. An ever growing buying committee, an inability to differentiate look-alike options, frugality and risk aversion, are all conspiring to make purchase decisions more difficult. And this is having a significant and tangible impact, leading to more stalled deals, elongated sales cycles and steep discounting. So what does the research say and what can you do in marketing and sales enablement to address?