Not too long ago, B2B sales was a relatively uncomplicated process. Experienced sales reps would own the customer relationship, from prospecting and acquisition right through to product training.
Times have changed.
B2B buyers are better educated and more discriminating, competition is tougher, and organizations are scrambling to lower their customer acquisition costs and increase customer lifetime value (LTV). As a result, the sales process has become more diversified, with different job functions for lead acquisition, nurturing, closing, and onboarding customers.
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