B2B sales cycles get dragged out for a reason many marketers never consider. When the financial gatekeeper needs to validate big claims—like substantial annual savings—are your case studies and ROI calculators sitting on the shelf or, worse, non-existent? An expert unpacks how failing to proactively equip the finance lens of the buyer journey causes deals to stall, often without anyone realizing why. Learn the crucial content preparation that transforms a prolonged negotiation into a swift close.
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