B2B buyers often choose their partners long before becoming leads.
This has made lead follow ups harder, in some cases conversion rates have dropped.
Twenty-five years ago, buyers relied on salespeople for information. Now, they have abundant resources before ever speaking to sales.
According to Forrester Research, sales now typically get involved 56-70% of the way through the buying process, depending on the product. This trend is likely to continue, pushing sales involvement even later.
By the time buyers are ready to speak to sales, they’ve already shortlisted potential partners. So how do you bridge the gap between initial buyer research and meaningful sales engagement?
Sales teams now heavily rely on marketing to assist in the early stages of the buyer’s journey. Marketing tracks signals to help sales identify and engage with companies during the initial phase of buying.
Fully aligned sales and marketing teams have a distinct advantage early in the funnel. They understand that people buy from people, not just brands. Effective alignment creates better feedback loops, ensuring messaging is personalised and accurate. Involving sales early isn’t about pitching; it’s about getting noticed and staying relevant.
If you can engage your salespeople earlier in the funnel where intent is strong, your company stands a much better chance of making the buyer’s shortlist when they’re ready to talk.