A Forrester survey found that 62% of B2B buyers say they can now develop selection criteria or finalize a vendor list solely on the basis of digital content. While this process seemingly removes salespeople from the process, buying signals (in the form of data) can be an invaluable resource for sellers to identify need, particularly deals they’re not already aware of. Translating signals into actions can feel daunting for a sales organization, but it’s actually a relatively simple three-step process that sales operations can take on. Seth Marrs of Forrester explains.
