Summary
AI, automation, buyer self-service, and ecosystems are stressing sales organizations in unprecedented ways. Paradoxically, these forces are fueling an emerging B2B sales supercycle — an extended period of growth and transformation. Forrester has identified five characteristics that define the future of B2B sales, the combination of which will have significant implications for sales organizations. To succeed in this new reality, sales executives and sellers must unlearn much of what has made them successful in the past. This report outlines the disruption and implications of this new sales supercycle.
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