Customers increasingly get information from their own sources – leaving suppliers with less control.
How can Marketing regain influence?
*Data cuts by purchase size and supplier relationship
What’s Changing in the Purchase Process
Data collected from over 1,900 B2B customers and Marketers, and across 10 industries shows that suppliers have less control over customer’s purchase decisions. Empowered customers obtain information on their own or independently from third-parties, instead of contacting a supplier.
Marketing’s Opportunity: Stimulate Conversation
Marketing has an opportunity to take back control of the message received by its customers and fill in a role previously held by Sales. This is accomplished by using channels that stimulate conversation because they best approximate the back-and-forth interactions that sales reps naturally engage in.
See the best and worst channels across purchase scenarios.
About CEB's Support for Sales and Marketing Executives
Our proprietary research yields insights that upend conventional wisdom and change the way sales and marketing leaders address long-standing and emerging business challenges. With our guidance and tools, sales and marketing leaders drive excellence in their organizations. The practice includes the Sales Executive Council, Sales Leadership Roundtable, Marketing Leadership Council, Marketing Leadership Roundtable, SECSolutions, and several other
related products.
Order Your Copy Today!
Order the book, The Challenger Sale: Taking Control of the Customer Conversation, published on 10 November.
