We at VantagePoint are grateful to have been a Platinum sponsor at the Gartner CSO & Sales Leader Conference 2019 last month, where one of the main themes was Sense Making. Gartner surveyed 1,174 people and found that buyer enablement matters—having a 4x impact on buyer confidence—and further determined that 80% of sellers regularly closing deals are helping their buyers “make sense” of the information available to them.
We share Gartner’s enthusiasm around Sense Making, and we’d like to offer some further insight to help you put the theory into practice.
Fostering Decision Confidence
Gartner developed Sense Making in response to its decision confidence study and says it helps buyers navigate information overload. The study showed that 50% of buyers felt that the amount of information they were getting in B2B sales was overwhelming. They were experiencing decision fatigue because of the sheer volume of information that sellers were giving them during the sales process—and this was true even though nearly 90% rated that content as high quality.