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
How Buyer Enablement Affects Forecast Accuracy
10 min readHow Buyer Enablement Builds Decision Confidence
11 min readHow Buyer Enablement Improves Win Rates
9 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.