While the buying process takes 22% longer than five years ago, B2B buyers are typically 57% of the way to a buying decision before actively engaging with sales. The net effect is a substantial compression in the window of time that sellers can influence the outcomes of a deal. In a world with a vast wealth of information, scarcity is derived from whatever that information consumes, and it’s consuming the finite attention span of enterprise buyers at an accelerating pace. Unlike market-takers, market-makers aim to create the narrative for their solutions well before the sales team gets involved. This is where the partnership between sales and marketing can enable a market-making machine built to create and service its own demand.
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