B2B Sales and Buyer Enablement is Changing - Are You Ready? Insights from McKinsey and Gartner

By Michael J Griffin

Covid is the catalyst for change for how B2B customers are buying now and in the future. Girded by technology, younger B2B buyers are embracing the power of the digital technology to make decisions on how they select B2B vendors for their products or services.

I do not have the financial muscle and global reach that Gartner and McKinsey have to conduct global research on B2B sales trends, so I humbly refer you to their articles at the end of this short blog. Draw your own conclusions but these points are clear: 

1. Technology is making it easier for buyers to make purchase decisions while spending less time interacting with B2B salespeople.

2. B2B buying decisions are becoming more complex.

3. B2B buying decisions are involving more players, on average six team members.

4. Buyer digital evaluation & remote/virtual interactions of new suppliers are the norms.

5. Reordering virtually is also becoming easier.

6. Salespeople may only have one meeting with the new prospect/customer to open the door to remain in the sales/buying cycle.

7. Salespeople must ensure their pre-sales prep is thorough as B2B buyers are also much better prepared. Prepared salespeople who help buyer enablement are more successful.

8. Sales coaching using AI and other technologies will become more important to improve B2B salespeople in hybrid sales interactions.

9. B2B sales people still require excellent B2B selling and relationship building skills.

10. Your company’s social media and web presence that leads to ease of buyer enablement is much more important in light of the trends found in these research articles.

11. The teamwork and alignment of marketing and sales management is very important for B2B buyer enablement.

Here are the two web links for this valuable B2B research:

Gartner Research: New B2B Buying Journey & its Implication for Sales 

McKinsey Research: Omnichannel in B2B sales: The new normal in a year that has been anything but

As you read these articles and the accompanying research from McKinsey and Gartner, make a “to do” list of the changes your sales and marketing teams must make to ensure your hybrid sales enablement is a competitive advantage to effective buyer enablement.

Make this June a month that breaks your sales revenue records!

Michael J Griffin
ELAvate Founder
Global Sales Coach
Passionate B2B Salesperson