B2B buyers have never been more informed, empowered, and decisive. Nearly all already have a shortlist of one or more preferred vendors when they start their purchasing process, but more than that, a significant group of decisive buyers have just one vendor in mind. This indicates that the buying journey for these B2B buyers is likely a process of confirmation, not one of selection. B2B sales and marketing leaders must engage with buyers and prospects earlier, position themselves sooner, and build compelling arguments for inclusion on the vendor selection shortlist.