When it comes to B2B purchasing, the number of stakeholders you need to engage is increasing, and more touchpoints are required to build consensus.

Enablement practices have to keep up, and this requires an alignment of all the functions involved in generating & enabling revenue.

We interviewed around 60 sales and marketing leaders from technology companies to understand the reality of the challenges in making this happen, and to provide practical help and advice for those looking to improve their pipeline performance.