Lead Generation: Context and Challenges for B2B Sales Teams

More than ever, sales reps need a high-performing LeadGen system. An extended buying journey, oversized buying committees and increasingly autonomous buyers have fundamentally changed the conditions for B2B sales.

The new B2B buying reality

The average B2B buying cycle now spans 8+ months for purchases above €90K, involving an average of 8 people in the decision. Sales reps must influence this process long before a formal RFP is issued.

Why traditional prospecting is losing effectiveness

• Decision-makers are harder to reach (call screening, overloaded inboxes);
• Buyers are 57% through their decision process before first contact;
• Cold outreach response rates are declining year on year.

What LeadGen needs to do differently

Generate demand upstream, not just capture it. Combine intent data, content marketing and targeted media to be present when buyers are in research mode.