How To Report

Better Buyer Enablement Content: Help Your Champions Build The Business Case

January 10th, 2021
Kathleen Pierce, Principal Analyst
Kathleen Pierce Principal Analyst
With contributors:
Phyllis Davidson , Lisa Gately , Christine Polewarczyk

Summary

When justifying medium-to-high-complexity B2B purchases, champions — the key advocates for change — must gain sponsorship and buy-in at multiple stages of the buyer’s journey. Creating a business case that convinces multiple decision-makers and ratifiers takes time and skill, and often puts the champions’ reputation on the line. B2B companies can reduce purchasing delays by delivering business-case-ready materials through their website and sales reps. In this report, we describe how companies can make it easier and faster for champions to sell their ideas internally by developing tools and content that feed directly into business cases.

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