Buyer Insights Are The Rosetta Stone Of Enablement

These days, it's harder and harder to skate ahead of business buyers who are more informed and fickle than ever before. We all experience the same dynamics, our buyers know a lot about our capabilities before we meet, or they have a point of view on where we fit that may or may not be what we would want them to think of us, but there it is. They move around a lot, and they work in teams that form and break apart on projects or programs that span days or years. And they have options, lots of them, so what used to be a clear competitive landscape is now muddled with new alternatives. It's just hard to sell your value these days when buyers are so well informed and on top of your stuff -- and changing all the time.

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