I believe they lack strategies for these are needed for winning customers. Today, buyers can research a product digitally through websites, forums, social media, and free trials. As a result, the roles of sales and marketing has significantly changed, with marketing teams taking over many aspects of the sales process. In fact, according to Accenture study, 94% of B2B buyers admit to conducting online research before making a buying decision. And as Accenture points out, buyers reply on a variety of online sources to make a purchase decision. Modern buyers are highly sceptical about sales and marketing messages they encounter. According to a Forrester report, 59% of buyers prefer to do research online instead of interacting with a sales rep because the rep pushes a sales agenda rather than helps solve a problem.
You can read more here: https://www.superoffice.com/blog/b2b-sales/
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