A major growth challenge today is the profound transformation in customer behavior. Today’s buyers are enabled by the Internet, empowered by the enormous choice in every market, and possess the ability to compare real-time competitive prices. They have, in essence, taken control of the purchase process.
Google and the Corporate Executive Board research (The Digital Evolution in B2B Marketing) gives us additional insight into buyer behavior today. Customers report being 60 percent through the sales process before engaging a sales rep. To be exact, 57 percent of the sales process just disappeared! What are buyers doing if they’re not talking to your salespeople?