Executive Guidance

Winning Consensus-Based Sales

The key challenge of B2B selling today: customer purchase processes are overwhelmed by an increasingly large and diverse number of customer stakeholders who can’t reach consensus on a common course of action. As a result, suppliers’ primary challenge isn’t improving their own ability to sell; it’s addressing their customers’ inability to agree.

In this environment, the best companies don’t focus on building a tighter connection between their capabilities and individual customer priorities. Rather, they focus on building a broader, more productive connection among customer stakeholders that is essential to the buying process and purchase decision.

Learn how progressive companies refine their commercial strategy to overcome buyer dysfunction and guide customers to consensus.

Drive growth by creating customer consensus.

About Executive Guidance

Since 2009, CEB has delivered a series of cross-functional best practices to guide management teams facing key decisions in the year ahead through its Executive Guidance publications.

CEB produces new issues quarterly, focusing on the top trends influencing bottom-line performance in the new work environment and prescriptive guidance for members on how to embrace them in their own organizations.

Previous Executive Guidance Editions