If the defensive squad in an NFL game only guarded one opposition player at a time, they would not be expected to defend successfully. Like the offensive squad in football, B2B buying is a team sport: when B2B buyers are shopping for new solutions, many members of the buying team take to the internet and vendor websites to do their shopping. But systems and processes in place today help sellers see and act on only one member of a buying team at a time. This leads to sub-optimal performance.
In this presentation, SiriusDecisions and Mintigo describe why sellers need to understand, notice and take action on teams of buyers, and why the first ones that do will have a massive competitive advantage.
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