My last couple of posts have focused quite a bit on mindsets and attitudes. The backstory behind both of these, and really the challenges in B2B Buying and Selling , is confidence. The majority of organizations are not confident in their ability to make a good technology buying decision. This could be due to their own internal processes and politics, but it is often a question of uncertainty.
Many organizations feel overwhelmed by information, have people involved in buying that have not actually ever purchased the technology they are considering before, and aren’t always sure who should be on the buying team. This combination often leads to delays, “no decisions”, or “settling” (backing off on more ambitious plans). It is no wonder that pessimists abound.
In the face of this, Gartner evangelizes buyer enablement–the concept of creating content and tools that help organizations make better buying decisions. We often think of buyer enablement as needing tools that can be complex to develop (for example: calcuators, diagnostics, and benchmarks). But there is one form of buyer enablement that might be easy to create.
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