Over the last 10 years, every aspect of how businesses are run went digital. Sales got Salesforce, finance got Workday, internal teams got Slack.

But how we engage and collaborate with our buyers has not kept up. It is still manual, siloed, and outdated.

B2B relationships have been hard to digitize.
Here is why –

Buying varies a lot

B2B buying has always been complex. Each buying team has its own preferences and it is instinctive for us to rely on sellers to solve the buyers’ problem, and rightly so.

So many stakeholders

According to research by Clari, there could be anywhere between 7-19 buying stakeholders in the evaluation of your enterprise solution. It’s a challenge to uncover all these people’s individual preferences or getting all of them on the same page.

Focus has been on selling and not on buying

With sellers responsible for decrypting the buying complexity, digitizing sales productivity made sense. But because the focus was purely on the sellers, we left the buyers to fend for themselves leading to them preferring online research over talking to sellers.