Historically, a salesperson would be the first point of contact for advice and guidance on a particular pain point or product. The B2B buyer’s initial contact with sales would signal the start of a relationship and the beginning of the purchasing journey. Now, the balance of power has shifted. According to a recent study by Google and CEB, the average B2B customer will only contact the sales team once they are 60 per cent of the way through the sales process.This whitepaper from MarketMakers reveals different ways the sales and marketing can boost conversion rates and improve ROI.