The relationship between buyers and sellers grows more complicated each day. Every potential partnership requires finding the right buyer, fully understanding their business, tracking progress through the buying cycle and engaging them with the right content – when and how they want it.

Faced with having to replicate this to meet increasingly divergent buyer needs, most sellers know relationship selling – the art of converting leads through the building of long-term relationships between buyer and seller – is a complex discipline.

Buyers can sense that complexity. While 36% of sellers think they provide an excellent buyer experience during the sales process, just 23% of buyers would say that’s true.1 As technology becomes more powerful and ubiquitous, the way buyers make purchasing decisions continue to evolve. Sales teams must urgently employ the right tools to keep pace.

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