What is buyer enablement? A complete guide
A comprehensive, independent guide to buyer enablement -- what it is, how it differs from sales enablement, and why it has become essential in modern B2B buying. Research from Gartner, Forrester, and McKinsey.
Read the article →of total buying time B2B buyers spend with vendors.
Latest articles
What buyer enablement looks like in practice: four approaches that work
Buyer enablement is a discipline, not a tactic. Here is what it looks like across four stages of the buying journey, mapped to Gartner's buying jobs framework.
12 min readThe B2B buying committee: what it is and why it makes deals stall
Modern B2B purchases involve six to ten stakeholders, each researching independently and forming different views. Here is why that pattern stalls deals and what buyer enablement does about it.
11 min readWhat the Highspot-Seismic merger means for buyer enablement
The two dominant sales enablement platforms announced a definitive merger in February 2026. What it means for the category -- and the buyer-facing gap it leaves unaddressed.
9 min readBuyer enablement vs sales enablement: what is the difference?
Sales enablement equips sellers; buyer enablement equips buyers. The two address different parts of the same commercial challenge -- and the distinction matters more than it sounds.
10 min readA guide to buyer enablement tools: digital sales rooms, demo automation, and governed evaluation
The buyer enablement tool market covers three distinct categories. Each solves a different problem at a different point in the buying journey. This guide maps what each does and what it leaves unaddressed.
13 min readFrom primary research
View all research →67% of B2B buyers prefer a rep-free buying experience
Gartner's most recent survey on buyer preferences -- up from 61% the previous year. Buyers are not just researching more independently; they are actively choosing it.
The State of Business Buying, 2024
Based on 16,000+ global business buyers. The majority of B2B purchase attempts stall during the buying process, and most buyers are dissatisfied even after completing a purchase.
Five Fundamental Truths: B2B Pulse Survey 2024
Drawing on nearly 4,000 B2B decision-makers across 13 countries. Buyers now use 10.2 channels on average -- more than double the 2016 figure of 5 channels.