I. Introduction The way businesses make purchasing decisions has transformed dramatically in recent years. Decision-makers today are more autonomous, digitally literate, and research-oriented than ever. Gartner predicts that B2B buyers typically finish 57% of the purchasing process before contacting a salesperson. The implication is that firms can no longer count on old-school sales strategies. Instead, they need to reach out to prospects earlier and more substantively via pe

With the ever-evolving sales landscape, knowing the difference between B2B (business-to-business) and B2C (business-to-consumer) sales is imperative to developing successful strategies. Although they have the common objective of generating revenue, the steps, target audience, and methods differ. Longer sales cycles, higher-value deals, and a requirement for detailed knowledge and relationship development distinguish B2B vs. B2C sales. For example, an enterprise software firm