A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER COMMISSIONED BY OUTREACH, JUNE 2022

Buyers buy differently now. “Rapid technological advances, seismic demographic shifts, and new workforce dynamics have completely upended the status quo.” More than ever, they value confidence, collaboration and efficiency. So best-in-class marketing and sales leaders are adapting their strategies to meet these new preferences.

Modern-day buyers reside in a “work from anywhere” world and have access to a myriad of technology solutions that minimize distance and maximize efficiency. Millennials are the predominant decision makers, Gen Xers have larger budgets, and the influence of Boomers is waning. B2B buying has evolved from an in-person, direct experience, to a digital, complex buying process with multiple stakeholders.

Buyers today typically interact with a supplier’s digital channels before accepting a sales meeting. As a result it is more important than ever for marketing and sales strategies to be aligned and to operate from a unified customer data set.