Summary
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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