The buying process has been flipped on its head.

Historically, you had to find customers, but today your customers often find you-through online searches, polling their friends on social media, and browsing websites. The consumers of today no longer wait passively for someone to approach them with a solution; they are actively online, foraging for information, searching for answers from blogs and forums, media outlets, and peer-to-peer review sites like Capterra and G2.