The relationship between buyers and sellers grows more complicated each day. Every potential partnership requires finding the right buyer, fully understanding their business, tracking progress through the buying cycle, and engaging them with the right content—when and how they want it. Faced with having to replicate this to meet increasingly divergent buyer needs, most sellers know relationship selling—the art of converting leads through the building of long-term relationships between buyer and seller—is a complex discipline.
As technology becomes more powerful and ubiquitous, the way buyers make purchasing decisions continues to evolve. Sales teams must urgently employ the right tools to keep pace. Potential buyers have more information than ever before, and they’re using it liberally: Research finds that most buyers are already 57 percent of the way through the buying process before talking to a supplier. Gartner predicts that by 2020, buyers will manage 85 percent of vendor relationships without talking to anyone.