Sales teams face an increasingly challenging landscape. Prospects don’t respond to cold outreach. Even existing customers often aren’t willing to invest their time in deeper discovery conversations, which are critical for winning bigger deals. This creates a quagmire. The only way a sales team can prove their value is by understanding the customer, but buyers are increasingly unwilling to engage with sales teams long enough to share this kind of relevant information. Recent McKinsey research found that over the last five years, the percentage of B2B buyers who wanted in-person sales interactions with new suppliers has declined from 50% to 35%.
