Who is shaping the shortlist before you arrive?
Download our latest eGuide to see how a connected, evidence-led sales and marketing system leads to better commercial decisions.
By the time your sales team gets the call, the buyer has often built a shortlist, ruled out competitors and asked an AI tool to check your claims. The decision is taking shape in places your team cannot see.
Gartner found that 67% of B2B buyers prefer a rep-free experience, yet 69% still want to validate AI-generated insights with a sales representative. * Sales and marketing both still matter, but they now have to work as one system.
Our latest guide sets out a practical, scientific discipline for growth: set a clear objective, form a hypothesis, test a focused response, measure the outcome and use the evidence to decide what happens next.
*Source: Gartner, 2026.
How can sales and marketing work as one commercial system?
In this eGuide, written for CEOs and CROs, we look at how to build sales and marketing capability that keeps pace with how buyers now decide, including:
• How self directed research and AI are changing the way buyers build supplier shortlists.
• The hidden cost of disconnected growth and why an inconsistent pipeline rarely has one cause.
• What a connected commercial system makes possible when sales and marketing share one view of the buyer.
• Five shifts: objective, hypothesis, test, measure and innovate, to turn the scientific method into better commercial decisions.
• How to match capability to the stage of the work, from entering a new market and launching a proposition to fixing a stalled funnel.
Find out how to make faster, better-evidenced decisions about where your sales and marketing investment goes by downloading our free eGuide.
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Discover how to set commercial objectives that sales and marketing both own, and how to test assumptions before they become expensive commitments.
Our eGuides share practical thinking on sales, marketing, data and AI for leaders who are responsible for growth.