Summary
A key component of most technology vendors' sales strategies is for the sales force to sell to higher-level buyers. In order to provide sales enablement professionals with a customer-centric design point for creating access programs, Forrester surveyed and interviewed executive-level buyers at the end of 2009 and throughout most of 2010. This presentation provides data charts of our findings regarding executives' preferred forms of contact, the role referrals play in accepting meetings, and reasons that executive take meetings in the first place.
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