It’s a Buyer-Led era: The “Avg. Sales Experience” is failing

16-step sequences

Outbound is broken. -71% drop in SDR effectiveness [Source: The Bridge Group]​

Pushing the seller’s process

Buying is more complex than ever; Buyers need an expert guide to support their journey

Scripted demos

For a long time, junior AEs were hired to run generic demos; Now it can all be automated

The email-content-ping-pong

With increased scrutiny and stakeholders, buyers need more “sense making”, not info

The endless chase

Buyers don’t want to request a demo, only to find themselves forever being chased

Generic resource nightmare

65% of buyers feel overwhelmed from resources shared with them [Gartner]

Seller-centric orgs can no longer get away with it

What used to work during the ‘ Growth at all Cost Era‘ is now breaking; 2024 Pavilion Report:

of AEs miss their quota

69%

reduction in win rates

-18%

increase in sales cycles

+16%

reduction in deal values

-21%

of deals lost to no-decision

67%

of AEs generate 81% of ARR

17%

Your customers don’t want or have to talk to this guy anymore

Forrester: 66% of buyers say sellers DON’T add value

Selling takes place when you’re not in the room

• Only 5% of buyers’ time is spent with the seller
• 75% prefer seller-free; Up from 43% in 2021
• Sellers no longer close deals; Buyer champions do

Time to stop “selling”

“Average”

Selling to buyers

Focus on pitching, pushing, spraying & praying

• Ghosted

• Single-threaded

• Lost no-decision

• Lost to a competitor

“Top 1%”

Enabling buyers

Support buyers in their internal journey and help champions sell internally

Level up your game

Get all your team to execute the perfect sales process like the top 1% buyer enablers

What is buyer enablement?

To solve the failing sales experience we must focus more on the buyer as a GTM strategy. That means focusing on: Tools, Content and Processes that help buyers buy vs. sellers sell. We must shift as an industry to solve for what buyers need, or we risk having an unsustainable model of salespeople. That is a Buyer Enablement strategy.

Buyer-led sales process

Effective top-1% of sellers sell between meetings and focus on making buying easy.

Buyer-led sales content

Gartner “Only 20% of content vendors use enables buyers”

Seller-focused

• Marketing decks
• Product sheets
• Battle cards
• Cheat sheets
• Discovery checklist
• Playbooks
• Pricing

Buyer-focused

• Custom decks
• Business case template
• Competitive comparisons
• Benchmark data
• Requirements checklists
• Buying guides
• Calculators (ROI, COI, TCO)

Buyer-led sales tools

Time to ditch the decades old broken buyer-seller workflow and tools (Email, PDFs, Sheets, etc.)

• Email ping pong, lost info, links & tool hell

• Unengaged MAP spreadsheets

• Hidden stakeholders receiving forwarded emails

• Blind spots given 5% of buying is spent with you

• Playbooks are static and live outside daily activities

• One link buyer-seller journey

• Purpose built MAP platform & buyer collaboration tools

• Access 68% more stakeholders entering your room

• Risk & intent buying signals during the 95% not spent with you

• Playbooks integrated into where you sell

Join the movement

Expert Gallery

Discover the expert way: See how industry leaders use our collaborative workspace to streamline sales and master complex deals.

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