Trends Report

Tune Your Sales Force To Enable Perfect Pitch

It's Time To Redesign Your Selling Systems To Succeed With The Modern B2B Buyer

May 13th, 2016
Mary Shea, PhD
Shanta Samlal-Fadelle
With contributors:
Peter O'Neill , Jacob Milender , Bill Nagel


Forrester expects the B2B sales force in the US to contract by 1 million by 2020. As buyers engage more via digital channels, sales leaders need to both grow their business and make it more efficient. Consultants will be highly coveted; Order Takers and Explainers — either replaced by or amplified with technology — will still make up 62% of the sales force. Go-to-market leaders must align, upskill, and enable each sales archetype, empowering them with the knowledge, tools, and confidence to successfully engage the modern B2B buyer.

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