The 8 Trends Shaping Buyer Intelligence in 2025 (and What to Do About Them)

Sales has no shortage of data. What it lacks is clarity on what buyers actually need to move forward.

Most B2B sales teams don’t lose deals for lack of effort. They lose them because they can’t see the early signs that something’s off.

Everyone says they want to be buyer-led. But most sales teams still measure success based on what the rep did, not what the buyer needs.

Monday: The rep runs a smooth discovery call. The champion’s engaged, shares pain points, and agrees to pull in a technical stakeholder. Wednesday: A tailored demo runs...

CRM stages. Activity logs. Rep sentiment. They’ve been the foundation of B2B forecasting for over a decade.

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