Today’s B2B buying journey is complex and disjointed with at least 6-10 buyers involved in the process (Source: Gartner). SMB and high-growth organizations globally want to make this process more efficient, transparent, and delightful for their buyers and customers.
By making the B2B buyer experience more consumer-like (e.g. digital, virtual, and seamless) with a single, buyer-focused platform/solution, global companies can:
We call this buyer enablement - making it easier for buyers to more quickly and efficiently purchase products, software, or services from a company.
“Buyer Enablement is the provisioning of information that supports the completion of critical activities necessary to make a purchase.” - Gartner
This requires that sales and marketing organizations redefine and reimagine how they share information that benefits both sellers and buyers during a transaction.
Tremendous time, effort, and attention has been focused on sales enablement - training, coaching, and equipping sales representatives with the relevant tools and resources to close deals.
“Sales enablement is composed of strategies, tools and processes that provide sales representatives with the ability to boost their productivity and revenue generation.” - TechTarget
While this increases sales efficiency, this overlooks the essential needs of the B2B buyer's journey. That’s where buyer enablement fills in the gap by:
The sales technology landscape includes multiple Sales Enablement Platforms. Yet, the logical next step is to marry these tools with Buyer Enablement as a single platform that is dedicated to both Buyers and Sellers equally.
By promoting collaboration and information sharing within a digital platform, this ensures that both the B2B buyer’s and seller’s journeys are accelerated, enhanced, and simplified.
That’s why we’ve written the Buyer Enablement: Sales Enablement Evolved white paper which highlights how buyer enablement enhances the B2B buying experience.
Download the white paper to discover: