Market Overview

Gartner Says B2B Buyers Want More Simplicity in Accessing the Right Information, With or Without a Sales Rep


New Research and Strategies for B2B Sales and Marketing Leaders to
Be Featured at the Gartner Sales and Marketing Conference, October 9-11
in Las Vegas

Today's customers spend around two-thirds of any B2B buying journey
gathering, processing and de-conflicting information, according to new
research from Gartner, Inc. However, much of this learning happens
without direct sales rep involvement. In today's increasingly complex
B2B sales environment, what customers truly value are suppliers that
provide them with the right information, through the right channels, to
make the purchase process easier.

"Today's buying journey isn't just hard — it has reached a tipping point
where it's become nearly unnavigable without a significant amount of
help," said Brent Adamson, principal executive advisor at Gartner.
"However, customers today don't really care where that help comes from.
A conversation with a sales rep isn't an end in itself, it's simply a
means to gathering the information necessary to complete specific buying
'jobs.' But, what matters isn't the conversation, it's the information

Mr. Adamson, who will be a featured keynote speaker at the Gartner
Sales & Marketing Conference
, said supplying customers with the
right kind of information — specifically designed to enable the easy
completion of buying jobs — gives customers a playbook to anticipate and
overcome buying obstacles they might otherwise fail to address. This
specific kind of support, in turn, significantly decreases the kind of
purchase regret known to reduce customer loyalty and advocacy. At the
same time, it dramatically increases a supplier's likelihood of winning
a larger deal at a better price.

"Much like sales enablement, sales organizations must focus on what we
call 'buyer enablement,'" added Mr. Adamson. "Sales teams need to
harness empathy, and their deep industry and customer knowledge to
develop and deploy information to help buyers buy — just as they do to
enable sellers to sell more easily."

To get started and better position sales teams for success, sales
leaders must:

  • Identify Customer Pain Points — Uncover the hurdles/challenges
    customers must overcome along the purchase process.
  • Create "Buyer Enablement" Tools — Develop specific
    information and resources to help customers anticipate and overcome
    challenges throughout the buying journey.
  • Be Consistent Across Channels — Ensure buyer enablement is
    available to all customers consistently across both digital and seller

Additional details on buyer enablement and how sales organizations can
simplify the buying journey for customers are available to Gartner for
Sales Leaders clients in the report "Elevating
the Value of Sales Interactions: Winning Deals by Enabling Buyers."

This topic and others like it will be discussed at the Gartner
Sales & Marketing Conference
in Las Vegas, NV, October 9-11,

About the Gartner Sales & Marketing Conference

Sales and marketing leaders face unprecedented changes in customer
expectations, technology and the talent needed to drive results. At the Gartner
Sales & Marketing Conference 2018
, taking place October 9-11 in
Las Vegas, sales and marketing leaders will learn from the latest
research, Gartner experts and esteemed peers, to guide them through this
time of change. Follow news and updates from the event on Twitter at #GartnerSMC.

About Gartner

Gartner, Inc. (NYSE:IT), is the world's leading research and advisory
company and a member of the S&P 500. We equip business leaders with
indispensable insights, advice and tools to achieve their
mission-critical priorities and build the successful organizations of

Our unmatched combination of expert-led, practitioner-sourced and
data-driven research steers clients toward the right decisions on the
issues that matter most. We're trusted as an objective resource and
critical partner by more than 15,000 organizations in more than 100
countries — across all major functions, in every industry and enterprise

To learn more about how we help decision makers fuel the future of
business, visit

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