GHX needed to revamp its sales process to align with evolving B2B buying preferences. Without a strong connection to the buyer, it’s easy for the sales process to become disconnected from expectations. An internal deal strategy brought together resources to consolidate deal specifics and created a plan for next steps to win the deal. Cross-functional alignment on customer-facing roles can unlock better service across buyer engagement points. In this Case Study, we explain how GHX leveraged a buyer-aligned sales process to create a consistent buying experience for its customers.