B2B Sales organisations need to recognise these changes and adjust their Sales strategy and approach accordingly.
Organisations can still influence prospective clients at the early stages of their Buying Process, however, this challenge is better defined as a 'marketing opportunity' rather than a responsibility of Sales.
A narrower process means that the Selling 'window' for B2B organisations opens and closes far more rapidly.
A narrower process means organisations need to fully understand 'when' and 'how' genuine Sales opportunities emerge.
It is in the 'deeper' part of the Sales Process where the real Selling happens.