Sales and Marketing Can Win Before 57% of the Buyer's Journey is Over by Working Together.

There has been a lot of talk lately about the news that CEB released some time ago that shows us that the typical B2B buyer is already 57% through the purchase process before reaching out to sales. Additionally, the average number of decision makers on a typical purchase has increased from 5.4 to 6.8 according to Brent Adamson, Principal Executive Advisor at CEB.

Many sales professionals and leaders perceive that these changes in the buying process are making it increasingly difficult to consistently hit revenue targets in B2B. I, however, see this as an opportunity for forward-thinking sales leaders to better align with their marketing colleagues to dominate the space where prospects are spending the majority of their time. 

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