On May 14, SiriusDecisions released findings from its 2015 B-to-B Buyer Study, making quite a splash in the process. One of their findings puts a dent in a commonly used statistic used to highlight the changing nature of the seller-buyer relationship. Specifically, their research supports the idea that buyers do, in fact, engage with salespeople throughout the entire B2B sales process. As one sales consultant commented, the study “breaks the myth that buyer’s today are 67% of the way through...
