“ B2B buyers increasingly move between digital and human channels, and they expect those interactions to feel connected,” she says.“ In our latest survey, buyers reported using an average of 10 channels during the purchasing journey, up from five just over six years ago.” To deliver this consistency, she believes that marketers should be the“ brand guardians,” across these different channels, by delivering persona-led messaging that can be used in multiple stages of the buying journey – saying, for instance, that customer-referral content on a website should be aligned with referral-based content sales people are using in a pitch.
“ Customers are clearly telling sellers what they want,” Jennifer says.“ Inconsistent information across teams is now one of the leading reasons buyers switch suppliers.“ Sales enablement should help ensure that the content, expertise and messages buyers encounter during self-service research are reflected in conversations with sales teams, so the experience feels seamless wherever they engage.” Part of the challenge of building this consistency across the sales funnel is that the process has become much more dynamic – with Carol saying that
56 October 2026