Today's buyer is in control. This transition means that our sales teams are no longer required as a conduit of information. Industry websites, vendor sites, blogs, social media, and search all make the required information readily available and, by doing so, leave the sales representative out of the room.
As a result, it's impossible for the sales rep to read a buyer's physical body language to understand what aspects of a message are of interest and determine whether the prospect wants to move forward. Marketing teams must therefore instead read a buyer's digital body language—his or her Web activities, email responses, search activities, and engagements in events and demos—to understand what messages are working.