In today's digital world, buyers seemingly have unlimited access to information and usually compare vendors and offerings — without ever interacting with the actual sellers. Gartner's research finds that when B2B buyers are considering a purchase, they spend only 17% of that time meeting with prospective suppliers. To provide customers with greater value across the purchase method, new business enablement must first need to recognize just how diverse purchasing has developed. Within this new reality, business development leaders must address what customers need to complete a purchase to their satisfaction and, as a result, enterprises must develop strategies how to equip reps differently to succeed.

Source Gartner research