But the season is not the only change in the air. If you are in B2B sales and marketing, there is another forecast that is just as promising, especially if you recognize the pending fertile business opportunity and prepare accordingly.
It is not often we see so many thought leaders and pundits confluence around such significant observations:
• At Forrester, sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”.
• Marketing luminary Seth Godin indicates that "No business buys a solution for a problem they don't have." And yet, so many B2B marketers launch into presenting the cool features and functions of their product, without taking…