Market Overview

Gartner Says an "Information Connector" Sales Rep Is Required to Make B2B Buying Easy

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New Research on B2B Sales Talent to Be Premiered at the Gartner
Sales & Marketing Conference, October 9-11 in Las Vegas

In today's increasingly complex B2B sales environment, an information
connector is the one type of sales rep who succeeds in making the
purchase process easier for customers, according to research
from Gartner, Inc.

"Sales reps are uniquely positioned to identify the specific needs of a
buying group and the challenges they encounter when making a large,
complex purchase," said Brent Adamson, distinguished vice president at
Gartner. "Today's most valued currency is information – specifically,
information that is going to help make these massive B2B purchases
easier for the customer. The sales reps that our research finds to be
the most successful in this world, do just that. They provide customers
with the right information to help them anticipate
and address obstacles
that could otherwise undermine purchase
progress."

Gartner research identified two types of rep styles in this information-focused
environment
and compared their performance in delivering value:

Information Authority: This sales rep is known as an expert for
providing informed opinion based on personal experience. They deliver
advice to customers from an individual perspective. Information
authorities have likely climbed their way up to the top of the sales
organization as managers and subject matter experts because of their
in-depth knowledge.

Information Connector: These reps serve as curators or brokers of
information rather than individual experts. They largely focus on
directing customers to the right information, tools and data rather than
relying on individual experience.

Gartner research found the "information connector" increases the
likelihood of purchase ease by 40 percent, while the "information
authority" increases it by only 10 percent. Not only do connectors make
it easier for customers to complete a purchase; they also increase
likelihood of buyers making a larger, complex and low-regret purchase by
90 percent.

"Sales reps should now think of themselves as ‘buying Sherpas,' actively
guiding customers along the difficult buying journey," added Mr.
Adamson. "We're seeing a redefinition of sales, where sales reps who are
able to connect customers to helpful information are better positioned
to become more important to the success of the organization over time."

Additional details on information connectors 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,
2018.

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 today and build the successful organizations
of tomorrow.

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 are a trusted advisor and objective resource
for more than 15,000 organizations in more than 100 countries — across
all major functions, in every industry and enterprise size.

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

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