To complicate things further, B2B buyers utilize both sales reps and the supplier website — equally — for discovery and validation throughout their buying journey. In effect, this means it isn’t a sales problem or a digital problem that organizations should be trying to solve for. Rather, it’s a supplier problem that sales and marketing must jointly address with high-quality, consistent, cross-channel information to help customers complete the purchase jobs they need to accomplish.
“Unfortunately, the current commercial process today is not built to support this new world of B2B buying,” added Mr. Adamson. “The organizations that will succeed going forward will be those that materially simplify the purchase process for customers. It’s on marketing and sales teams to take the customer by the hand and guide them through the purchase, from start to end.
“The best suppliers assume the role of ‘buying Sherpa’ guiding customers step-by-step through the complexities of a B2B buying journey that they themselves will struggle to overcome or even possibly anticipate on their own.”
For more information on what organizations can do to succeed in this new world of B2B buying, tune in tomorrow for Brent Adamson’s day two keynote at the Gartner Sales & Marketing Conference October 10 in Las Vegas.
Additional details are available to Gartner for Sales Leaders and Gartner for Marketers clients in the reports ”Elevating the Value of Sales Interactions” and ”Rethinking Digital Customer Engagement,” respectively.
About the Gartner Sales & Marketing Conference
Sales and marketing leaders face unprecedented changes in customer expectations, technology and the talent needed to drive results. At the Gartner Sales & Marketing Conference 2018, taking place October 9-11 in Las Vegas, sales and marketing leaders will learn from the latest research, Gartner experts and esteemed peers, to guide them through this time of change. Follow news and updates from the event on Twitter at #GartnerSMC.