Executive Buyer Insight Study: Defining The Gap Between Buyers And Sellers

The gap is striking between the sales messages vendors create, how they prepare salespeople to deliver them, and the value executive buyers perceive from those conversations. Forrester's global survey of 495 executives, coupled with 100 interviews, reveal a schism between buyers and sellers on such topics as what makes a meeting valuable and the agenda of reps in a sales conversation. These findings highlight how the sales support activities that vendors fund remain inwardly focused and provide sales enablement professionals a clarion call to action to develop materials and prepare reps with a buyer-centric perspective.