Foundational
What buyer enablement is and why it matters.
The foundational category covers the definitions, concepts, and frameworks that underpin the buyer enablement discipline. If you are new to buyer enablement -- or want to build a solid understanding before moving into strategy and implementation -- start here. Content in this category draws directly on Gartner, Forrester, and McKinsey primary research.
Articles
3 articlesWhat 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.
19 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 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 readArticles in development for this category:
- The history of buyer enablement -- from CEB research to Forrester's 2024 discipline report
- Buyer enablement in enterprise vs mid-market -- where it matters most
- Gartner's four buying job categories -- a practical breakdown