As business evolves, two things remain the same: sellers want to be more productive and B2B buyers want purchase experiences that help them solve their business challenges.

Sales has become increasingly digital-focused over the past few years with buyers and sellers adapting to digital-first sales models. Sellers who were accustomed to in-person meetings, business travel, and client dinners suddenly found themselves selling through a screen. The entire anatomy of the sales cycle has shifted and continues to evolve.