Editorial & Analysis
Everything we have published on buyer enablement.
Independent editorial covering the research, tools, data, and practice of B2B buyer enablement -- written for revenue leaders and sales professionals who want to understand how modern buying actually works.
Articles
12 articlesBuyer Enablement for Multi-Stakeholder Deals: A Practitioner’s Guide
74% of B2B buying teams experience unhealthy conflict during the decision process, and between 40 and 60 per cent of qualified pipeline ends in no decision. This guide covers the specific practices that make buyer enablement effective when 6 to 16 stakeholders are involved -- including why personalising content for individuals can actually fragment consensus.
13 min readThe Deal Intelligence Blind Spot: What Your CRM Does Not Know About Your Buyers
Revenue intelligence platforms are genuinely valuable. The problem is not what they capture. It's what they structurally cannot. Every deal intelligence tool is built on seller-initiated touchpoints, leaving 83% of the buying journey invisible. That's where confident misunderstanding forms, buying group alignment fractures, and late-stage objections take root.
15 min readWhat Good Buyer Enablement Looks Like at Each Stage of the Deal Cycle
Most buyer enablement investment is front-loaded at solution exploration and supplier selection, leaving problem identification, validation, and consensus creation severely underserved. Those are precisely the stages where deals most commonly stall or end in no decision. Here's what good support looks like at each of Gartner's six buying jobs.
15 min readWhat Is Buyer Intent Data: And What Does It Actually Tell You?
Buyer intent data is a top-of-funnel prioritisation tool: it identifies which accounts are actively researching your category. What it cannot do is tell you what buyers concluded from that research, or where confident misunderstanding has formed. That distinction is where buyer enablement begins.
13 min readWhat the Highspot-Seismic Merger Means for Buyer Enablement
Highspot and Seismic announced a definitive merger agreement in February 2026. Here's what it means for the buyer enablement category -- and for organisations investing in buyer-facing capability.
9 min readWhat Is a Digital Sales Room? Definition, Use Cases, and Where It Fits in Buyer Enablement
A digital sales room centralises deal content and coordinates buyers and sellers in a shared workspace. Here's what it does well, what it doesn't cover, and how it relates to the broader buyer enablement category.
13 min readKey Buyer Enablement Statistics: Data from Gartner, Forrester and McKinsey
The most cited numbers in the buyer enablement category, each sourced from primary research and explained in context. Includes Gartner's 17% and 67% figures, Forrester's 86% stall rate, and McKinsey's 10.2 channel finding.
11 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, where it fits, and what it leaves unaddressed.
14 min readWhat Buyer Enablement Looks Like in Practice: Four Approaches That Work
Buyer enablement is a discipline, not a tactic. This article works through what it looks like in practice across four stages of the buying journey -- problem identification, solution exploration, requirements building, and supplier selection -- mapped to Gartner's buying jobs framework.
14 min readThe B2B Buying Committee: What It Is and Why It Makes Deals Stall
Most B2B purchases involve six to ten stakeholders, each with different priorities, different levels of familiarity with the solution, and different criteria for what a good decision looks like. Understanding how buying committees work is one of the most practical things a revenue team can do.
14 min readBuyer Enablement vs Sales Enablement — What’s the Difference?
Sales enablement has defined B2B go-to-market strategy for over a decade. Buyer enablement is something different -- and the distinction has become one of the most important in modern B2B sales. This guide covers what each discipline does, where they overlap, and where they part company.
14 min readWhat Is Buyer Enablement? A Complete Guide
Buyer enablement equips B2B buyers — not sellers — with the information, tools, and expertise to evaluate independently. Drawing on research from Gartner, Forrester, and McKinsey, this guide covers what buyer enablement is, how it differs from sales enablement, and why it has become essential in modern B2B buying.
13 min read