Trends Report

The B2B Sales Force Digital Reboot

Focus Your Sales Enablement Efforts On Navigators And Consultants

October 19th, 2015
Mary Shea, PhD, null
Mary Shea, PhD
With contributors:
Peter O'Neill , Jacob Milender , Matthew Izzi


Is the B2B salesman dead — or simply in need of a reboot? As B2B buyers increasingly include the digital channel in some or all of their purchase process, B2B marketers must partner with sales leaders to prepare their sales forces to adapt. In this report, we look at Forrester's four seller archetypes, focusing on the Consultant, and suggest new ways to design a scalable sales force built to thrive in this rapidly evolving environment.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.