Sales leaders often attribute this lack of customer access to a failure on the part of sellers to deliver enough value as part of a typical sales interaction.
However, in studying ways to address this access challenge‚ Gartner research found a different reality altogether. The problem is rooted far less in reps’ struggles to sell and far more in customers’ struggles to buy.
Download Gartner's report to learn what sales need to do to adapt to the new B2B buying journey.