Win More

B2B Sales
Deals
How sales delivers more value
to today’s buyers

EDITED BY
Brent Adamson‚ Principal Executive Advisor

© 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner,
Inc. or its affiliates. For more information, email info@gartner.com or visit gartner.com. PR_437736
Contents

CHAPTER 1 CHAPTER 2 CHAPTER 3

04 09 13
The New B2B The Role of How Sales Wins
Buying Journey Information in the Through Information
Purchase Process

Win More B2B Sales Deals 2

 The New B2B Buying Journey

Introduction
Remember when the hardest part of the B2B sale was To provide customers with greater value across the purchase
cold-calling? Or waiting for your contact to meet with process‚ sales leaders first need to recognize just how
procurement? Those were the days. B2B sales have rarely different buying has become. Within that new reality‚ they
been simple‚ but the demands of the modern B2B buyer must address what customers actually need to complete
have made getting access to buyers increasingly hard. a purchase to their satisfaction and‚ as a result‚ how to equip
In fact‚ it’s turned sales on its head. reps differently to succeed.

In the digital world‚ buyers seemingly have unlimited

access to information and typically compare vendors and
offerings — without ever interacting with the actual sellers.
Distribution of Buying Groups’ Time by Key
In fact‚ Gartner research finds that when B2B buyers are
Buying Activities
considering a purchase‚ they spend only 17% of that time
meeting with potential suppliers. When buyers are comparing 17%
multiple suppliers‚ the amount of time spent with any one
sales rep may be only 5% to 6%. 27% Meeting With
Potential Suppliers
Researching
Sales leaders often attribute this lack of customer access Independently
to a failure on the part of sellers to deliver sufficient value Online
as part of a typical sales interaction. However‚ in studying 16%
ways to address this access challenge‚ Gartner research Other
found a different reality altogether. The problem is rooted
far less in reps’ struggles to sell and far more in customers’
struggles to buy.
22% 18%
Meeting With Researching
Buying Group Independently
Offline

n = 750 B2B buyers.

Source: Gartner 2017 Digital B2B Buyer Survey.

Win More B2B Sales Deals 3

CHAPTER 1

The New B2B

Buying Journey

4
 The New B2B Buying Journey

Buying today
Today’s B2B buying involves more stakeholders than ever The buying journey explained
before. The median B2B buying group involves six to 10 For the past five years‚ Gartner researchers‚ working with
decision makers‚ each armed with four or five pieces of sales leaders‚ have made significant progress in mapping
information they have gathered for themselves. The purchase their respective customer journeys through a typical
process grinds to a slow crawl as buyers struggle to wade purchase. As helpful as those buying journey maps are‚
through all of their individual research and sufficiently most still lack the requisite tactical detail to provide the
deconflict the results to reach collective agreement on kind of valuable help customers need to significantly reduce
a concrete course of action. individual points of buying difficulty. The linear representation
of buying just doesn’t cut it anymore‚ from both the seller
“The hardest part of B2B solutions isn’t selling them‚
and buyer perspective.
but buying them‚” says Brent Adamson‚ principal executive
advisor at Gartner. “Today’s buying journey has effectively In an effort to develop a more detailed picture of where
reached a tipping point where it’s become nearly unnavigable buying becomes hard‚ Gartner researchers interviewed senior
without a significant amount of help.” leaders directly involved in buying a complex B2B solution
in their own organization and applied a jobs-to-be-done
framework to understand their buying journey.

77% of buyers agree that The result: Virtually every B2B purchase spans six distinct
purchases have become “jobs” that buyers must complete to their satisfaction to

very complex and difficult. successfully complete a complex purchase:

ƒƒ Problem identification
ƒƒ Solution exploration
ƒƒ Requirements building
ƒƒ Supplier selection
ƒƒ Validation
ƒƒ Consensus creation

Win More B2B Sales Deals 5

The Set of Jobs The New B2B Buying Journey

B2B Buying Jobs

1 Buyers think about a purchase more in terms of discrete

tasks than as a step-by-step journey.

Problem Solution Requirements Supplier

Identification Exploration Building Selection
“We need to
do something.”
“What’s out
there to solve
our problem?”
“What exactly
do we need the
“Does this do
what we want 2
purchase to do?” it to?”
While completion
of some jobs may
ultimately depend
Validation on completion of
“We think we know the right answer‚ but we need to be sure.” others‚ buyers often
work on several
at a time.
Consensus Creation
“We need to get everyone on board.”

3 Buying jobs are broadly shared across buyers regardless

of the specific paths they take to purchase.

Source: Gartner B2B Structured Buyer Interviews and analysis.

Win More B2B Sales Deals 6

 The New B2B Buying Journey

A long‚ hard slog Purchase ease matters

The first four jobs may look familiar — it’s hard to imagine All of this looping around and bouncing from one job
any successful B2B buying purchase without them. It’s the to another means that buyers value suppliers that make
last two jobs that span buyers who consistently validate it easier for them to navigate the purchase process.
new information and seek to build consensus. These two Additionally‚ purchase ease has a significant impact on
jobs become increasingly hard for buyers‚ as groups involve the value customers perceive from their purchases — and
more diverse stakeholders and various information sources. the level of regret they might experience. High levels of
regret dramatically reduce customer loyalty and sharply
Although these six jobs occur in each interaction‚ the way cut the chances a customer will advocate for that supplier.
in which customers progress from the starting point to
a purchase is unpredictable‚ inconsistent and sometimes
repetitive. A better depiction of a B2B buying journey is likely
to look like a disordered web rather than linear chevrons.

90% of all buyers

reported revisiting‚
or looping back‚ to
at least one job as
part of their overall
purchasing process.

Win More B2B Sales Deals 7

A Long‚ Hard Slog The New B2B Buying Journey

Illustrative B2B Buying Journey Exploration of

Integration With Purchasing Rules
Bold is indicative of always-on Existing System Overrule Group Decision
Contact With a
“validation” and “consensus Former Colleague
creation” activities. CEO Buying Group
Feasibility Turnover Budget Legal Flag
Turnover
Review Cut
End-User
Executive Capital
Input
Presentation Procurement
Review
Web Board
and Questions Budget Flag
Approved
Search End-User
Supplier Input
Web Trends Report Social Media
Search Website
Reviewed Conversation
Visit

Start Problem Solution Requirements Supplier Purchase

Identification Exploration Building Selection Decision

White Paper Supplier RFP Buying

RFP Live Supplier
Download Web
Website Response Group
Visit Creation Comparison Demos
Search Debate
Independent Overwhelming
Online Online
Information About
Content Supplier’s More
Research the Problem Information Contract
Peer Shared Buying Guide
Updates
Web Misalignment Group Discussions Download Needed From
Required
Search on Problem Diagnostic Online Virtual Sales Reps
Deployment LinkedIn Demo Business
Discussion Case Data
Discussion
Misalignment Buying Unavailable
With Customer
on Solution Consultant Expert References
White Paper Scope Discussion Consultation Customer
Download Testimonial
Videos Review
Overwhelming Deconflicting Buying Group
Information About Information Group Disagreement on
the Solution Within Buying Debates Requirements
Group
Source: Gartner analysis.

Win More B2B Sales Deals 8

CHAPTER 2

The Role of
Information
in the Purchase
Process
 The Role of Information in the Purchase Process

Information matters
Given that customers spend roughly two-thirds of any B2B Information helps buyers complete each job because it is:

1
buying journey learning from whatever information they can
Shareable
find‚ the type of information they encounter matters. It actually
Despite increasing numbers of stakeholders‚
matters more than a specific supplier capability or individual
information can easily be shared across time
sales conversation. Quite frankly‚ customers don’t have
and geography. Information can move between
a preference between seller and digital channels — they just
stakeholders with little difficulty‚ zero delays
want simplicity to access the right information for their job
and at almost no cost.
at hand.

2
In other words‚ information‚ not individuals‚ makes the Channel-agnostic
purchase process easier. Customers can access information across channels
and consume it when‚ where and how they prefer.
Information empowers customers to seek out
information without having to engage a seller.
“When we think of the unique attributes
of information relative to an individual‚
we find information can do things that
individuals cannot.”
3 Consistent
Information remains consistent across delivery
channels so it conveys the same story every
time. In this respect‚ information is scalable at
a consistently high quality.
Brent Adamson

4
Principal Executive Advisor‚ Gartner Targeted
Information helps customers complete their specific
critical buying jobs.

Win More B2B Sales Deals 10

 “

The Role of Information in the Purchase Process

The shift to buyer enablement

Gartner coined the term “buyer enablement” to describe How to Enable Purchase Ease
the provisioning of information to customers in a way that
Overview of Buyer Enablement
enables them to complete critical buying jobs.

“Instead of deploying information to enable sellers to

Buyer Enablement
sell more easily‚ apply those same skills — combined with
The provision of information that supports
empathy and a deep industry and customer knowledge —
the completion of critical buying jobs
to develop and deploy information to help buyers buy‚”
says Adamson.

Buyer enablement falls into two categories

1
Prescriptive advice largely takes the form
of “do this” or “don’t do this” recommendations
specifically designed to ease customers’ buying
burdens across the six jobs.

2 Practical support represents the actual

tools customers use to follow through on
prescriptive advice.
Prescriptive Advice: Practical Support:
The What The How
“Helps us know what “Helps us complete
to do and how to do it” discrete‚ job-related
activities”

Win More B2B Sales Deals 11

 The Role of Information in the Purchase Process

When buyer enablement combines prescriptive advice Another marketing technology company provides a
and practical support at multiple points across jobs‚ it customizable calculator that enables buyers to easily quantify
becomes a powerful tool for sales to drive customers to buy their needs (addressing “problem identification”) and share
their solutions. Not only does information help customers the results with other stakeholders (“building consensus”).
perceive a job as easier‚ but information also helps customers
successfully buy a solution‚ reducing later regret. The sales organization must assess and design the collection
or ecosystem of the specific type of information‚ or buyer
One marketing technology company designed a tool to help enablement‚ it provides to customers at any time during
customers easily build and customize a compelling business the buying process. This information must be available
case for its product. The tool helps the buyer articulate consistently and across channels‚ as customers use different
and share the case for the solution with other stakeholders channels to learn. They often use both sales reps and online
in the organization — giving them a big head start on the information for each job‚ making sales and information
“consensus creation” job. critically interdependent.

“[Customers] often use

both sales reps and online
information for each job‚
making sales and information
critically interdependent.”

Win More B2B Sales Deals 12

CHAPTER 3

How Sales
Wins Through
Information
 How Sales Wins Through Information

Buyer Enablement Eases Talent Requirements

Continuum of Seller Capability and Implications for Buyer Enablement

Talent Requirements

Low Medium High

“Talking Brochure” “Buyer Enablement” “Customization and Agility in the Moment”

Source: Gartner analysis.

Sales organizations that design their buyer enablement Buyer enablement anticipates customer buying obstacles
approaches well rely less on the ability of individual reps to and forces sellers to take a customer-centric view during
provide buyers with helpful information. Targeted information conversations. This type of rich content presents the most
for individual buyers requires less in-the-moment critical important issues and ideas that may not have been surfaced
thinking‚ which lessens the burden to hire for or train specific by either the seller or customer on their own. It also helps
rep capabilities. Instead‚ high-quality purchase information to quantify the economic impact of tough decisions to
is scalable across buyers and jobs. By using the right facilitate taking action.
information at the right time to help customers complete
any of the six jobs‚ sales reps create fewer sales skills
demands and ease the complex purchase process for
their buyers.

Win More B2B Sales Deals 14

 How Sales Wins Through Information

Build connection versus authority

How do individual sales reps practice buyer enablement? Not only do connectors make it easier for customers to make
Gartner discovered two different types of rep postures and a purchase‚ they also increase the likelihood — by 90% — of
compared their performance to understand which type buyers making a larger‚ complex and low-regret sale.
delivers the most value.
“If the goal of the sales leader is to increase reps’ ability
Sales reps can be described as an: to drive high-value customer interactions‚ then equipping

1
them with the right information is the recipe for success‚”
Information authority: These reps are known as
says Adamson.
experts who provide their informed opinion based
on individual experience‚ and deliver advice from
a personal perspective to buyers. These reps likely
have risen to the top of the sales organization The “information connector”
as managers and subject matter experts because increases the likelihood of
of their in-depth knowledge.
purchase ease by 40%‚ while

2 the “information authority”

Information connector: These reps serve as curators
or brokers of information rather than individual
experts. They largely focus on finding and directing
increases it by just 10%.
customers to the right information‚ tools and data
rather than relying on individual experience.

Which one wins? The information connector.

Win More B2B Sales Deals 15

 How Sales Wins Through Information

Win through information‚ not individuals

Sales reps must serve as guides to connect and make sense Sales leaders must:
of information for buyers‚ who must navigate a long and
ƒƒ Identify what is hard for customers in their buying journeys.
difficult journey. By doing so‚ sales reps simplify the buying
process to increase the chances that buyers will make ƒƒ Create specific buyer enablement to help customers
a higher-value purchase and decrease the chances they’ll anticipate and overcome challenges in their buying journeys.
regret the purchase. ƒƒ Ensure buyer enablement is available to all customers
consistently across both digital and seller channels.
“Despite buyers’ ability to access information on their
own‚ sales reps remain the best opportunity to activate Buyer enablement will likely require implementation at the
information‚” says Adamson. “In fact‚ sellers ensure the organizational level to deliver value. In a time of multichannel
right help gets in front of the right people at the right time buying and no clear customer preference on channels for
in a way that resonates far more than through websites each job‚ suppliers must provide information consistently
or marketing campaigns alone.” across all channels to enable buyers to buy.

As the buying process continues to increase in difficulty‚

the ability to connect customers to the right information
will be more important. Connector reps will also be “Despite buyers’ ability to access
increasingly important. To position sales reps for success‚ information on their own‚ sales reps
sales leaders must assess and design buyer enablement
remain the best opportunity to
to ensure customer progression through the buyer journey.
activate information.”
Brent Adamson
Principal Executive Advisor‚ Gartner

Win More B2B Sales Deals 16

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© 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner,
Inc. or its affiliates. For more information, email info@gartner.com or visit gartner.com. PR_437736