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When contacting a sales rep, B2B customers are already armed with an extraordinary amount of knowledge about the product they are interested in, creating a digitally inspired disruption that shifts the balance of power. Jamie Cleghorn, a partner in the Customer Strategy & Marketing practice, explains that even the best salesforce is not ready for the disruption that digital is bringing.
Read the Bain Brief: Bought not sold: Marketing and selling to digitally empowered business customers