57% of the purchase decision is complete before a customer even calls a supplier.

What are you doing about it?


Get Ahead of Your Customer's Decision

Our analysis of more than 2,200 reps and customers reveals three ways Sales and Marketing can combat today's customer purchase behaviors and influence the decision early on.

Our advice: Focus more on moments where you can heavily influence how the customer thinks about their business. Focus less on traditional fit criteria (financial health, existing relationships in place, etc.) and inbound requests for presentations.

Customer Qualification Assessment

Use the Customer Qualification Assessment to qualify good opportunities at your organization based on 17 key attributes

Our advice: Increase your likelihood for consideration with insight-led marcomm early on in the purchase process.

Customer Qualification Assessment

Use the Integrated MarComm Diagnostic to roll out a best-in-class communications campaign based on 22 key attributes.

Our advice: Focus on customer contacts who "mobilize" their organizations to change and are skilled at driving consensus among stakeholders (instead of friendly but ultimately unproductive "Talkers").

Our advice: Use marketing channels that stimulate conversation to replace the interactions previously handled by Sales.

About CEB's Support for Sales and Marketing Executives

CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with our advanced research methodologies and human capital analytics, we equip senior leaders and their teams with insight and actionable solutions to transform operations. This distinctive approach, pioneered by CEB, enables executives to harness peer perspectives and tap into breakthrough innovation without costly consulting or reinvention. The CEB member network includes more than 16,000 executives and the majority of top companies globally.

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