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Has B2B sales adapted to the way decision-makers buy?

9 Mar

Has B2B sales adapted to the way decision-makers buy?

Frederic Lucas

 

If our daily shopping habits are any indication, and also based on what is so frequently written by digital marketers and many software companies in the martech environment, then purchase habits have changed dramatically.

 

In 2011, CEB (now Gartner) published a statistic that is still widely known today: the average B2B decision maker has already done 57% of the buying process before contacting a supplier. At the time, this statistic created a bit of a concussion and the end of sales teams was already announced.

 

By 2022, we see that not only are B2B sales teams still alive, but sales

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