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The Decision Was Made Without You
Gartner’s latest research: buyers spend just 17% of their total purchasing time in direct contact with vendors. 83% define their requirements before talking to sales. 81% already have a preferred vendor when they finally engage a rep. The buying journey isn’t a funnel anymore. It’s a verdict with an appeals process attached.
The conventional worry about all of this is disintermediation. If buyers reach shortlist without talking to sales, what exactly is sales for?
That’s the wrong question.
The right question is this: when a buyer arrives at 70 or 80 percent of the journey, who is carrying…
The skinny
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