In today's connected world where information is readily available, customers' expectations of salespeople have​fundamentally changed ​

Business customers want more than just information from salespeople – they seek expertise and insights that go beyond what they can find themselves. ​

To succeed in this new reality, salespeople and their tools must evolve and adapt.​

Many sales organizations have not adapted to the changing buying behaviour of business customers. The result is an increased focus on price and reduced growth, research shows.​