In many ways the single biggest challenge in B2B sales today isn?t so much a selling problem as a buying problem, as the dramatic rise in both the number and diversity of customer stakeholders involved in a typical B2B purchase dramatically undermines customers? ability to achieve agreement on anything more than status quo or ?good enough.? However, CEB research indicates that the most common strategies for winning over these diverse buying groups are more likely to exacerbate this problem rather than solve it, as they aren?t designed to address the underlying problem standing in the way of a broader common understanding in the first place. Alternatively, the best companies approach customer consensus with a completely different perspective altogether, designed not just to better connect individual customer stakeholders to them, but ultimately to better connect those same individual customer stakeholders to each other. Join Nick Toman, Managing Director at CEB for a deep dive into the strategies to create and drive consensus to deliver the highest revenues.