B2B sales has changed significantly over the past few years, as B2B buyers have changed the way they buy.
There’s no question that sales and marketing must adapt to the modern B2B buyer’s journey. So much of the purchase process is self-serve, leaving sellers with limited time to stand out from competitors and build relationships with prospects.
When it comes to sales enablement there’s no room for complacency. A passive approach to your sales enablement program can risk a negative impact to the bottom line, especially if your competitors are taking a proactive approach to their program.