According to Gartner, B2B buyers spend exceedingly little time with sales reps, and more time on the web. Only 17% of the total purchase journey is spent meeting with potential suppliers. 

Sales reps have roughly 5% of a customer’s total purchase time. That’s not much, and it appears to be getting smaller. 

So if you’re a CMO promoting complex offerings to B2B buyers, you need to improve digital experiences that market those offerings even more, as you can rely on salespeople as much. 

One way to reduce decision complexity online is to simplify how you organize and serve up your offerings. A simple, clear brand architecture, especially for brands with layers of tech and service levels,  is now an even more important tool for driving sales.