Buyer enablement - A modern approach to B2B selling. Who is in charge of selling? Who is in charge of buying? A lot will say the B2B sales team is in charge of selling and the prospect and stakeholders, other influencers, the “buying group” are in charge of buying. In fact, looking at it in reverse makes more sense. The B2B sales team is in charge of buying and the buyer is in charge of selling. This is closer to how B2B sales have evolved as sales cycles have lengthened and become more complex. Buyer "enablement" is exerting leadership in the B2B buying process and equipping your "champion" within the company to do the selling for you inside their organization.
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