Forrester Research finds that 68 percent of business buyers prefer to research technology on their own, and 73 percent find buying from the web more convenient. According to McBain, however, these new decision makers “are struggling to find people that can help them in their journey.” McBain says that failure to understand that the buyer is already significantly deep into the sales cycle is indicative of a “broken process.”
“This whole idea of account ownership is foreign to them from the service provider perspective,” he explains. “This trusted adviser, end-to-end thing—that layer doesn’t exist.”
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