Selling Tech is Hard. Buying Tech Is Even Harder 

Selling Tech is Hard

How to win more business by helping buyers buy. 

Sales organizations in the technology space have gotten much better at formalizing, measuring, and executing sales processes. But buyers don’t think in terms of sales processes. They think about solving problems.

And after surveying 700+ technology buyers to better understand how the process works on the inside, there has been one overwhelming sentiment: it is hard to buy.

In this paper, we will provide clarity on the biggest challenges buyers face throughout the five major stages of the buying process and ways marketers and sellers might help their buyers overcome them—earning a significant edge over the competition.

Selling Tech is Hard. Buying Tech Is Even Harder