We hear a lot about how the B2B sales process has changed. From push to pull, from outbound to inbound, from talking to a live person to receiving automated marketing replies …. The funnel looks a lot different now than it did 10, or five, or even two years ago.

If you’re a B2B marketer working in 2017, you’ve likely switched over to an inbound marketing approach, based on the three stages in the buyer’s journey: awareness, consideration, and decision. But has your sales team made the same switch in how they sell your product or solution?

Are today’s B2B customers empowered? Or are they overwhelmed? For the purchasers of complex solutions, such as enterprise software applications, high-end industrial equipment, or medical technology, information overload can bog down even the most enthusiastic prospect, even at the beginning of their customer journey.