Why Read This
To avoid being relegated to commodity status, vendors are refining their sales strategies to engage with higher level decision-makers earlier in the problem-solving process. Getting a meeting with these executives is hard, but turning that meeting into a successful first conversation takes a lot more effort. Forrester's survey of senior-level buyers highlights the gap between what they expect and their actual experience with salespeople. To close this preparation gap, sales enablement professionals must start shifting the sales support content and training agendas from focusing on their own company and offerings to focusing more on the specific people that sales teams will encounter and the realities those customers deal with.