Summary
Market, buyer, and organizational forces conspire to demand increasing knowledge and expertise from sellers. Sales leaders and their peers in marketing and product management must think about the impact their growth strategies have on seller cognitive load to ensure reps can be competent and confident in front of highly knowledgeable buyers who want value delivered during the buying experience. Sales leaders can pull a number of levers to balance cognitive load. The Forrester B2B Seller Cognitive Load Balancer Tool helps leaders identify the factors in their business that create a cognitive load on sellers and assess the impact of their current efforts to offset the load.
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