Today’s B2B buyers have a myriad of touchpoints to jump between and can engage and purchase at any given juncture. This means that the traditional 4-step sales funnel is no longer viable, and the sales cycle is unpredictable and getting shorter. We’re also entering a new landscape where prospective buyers expect more from sales representatives when they eventually interact with them. It is therefore increasingly important for sales and marketing teams to work together to develop strategies that cater to a non-linear journey and optimise the entire buyer experience.