Business-to-business (B2B) buying cycles have grown increasingly complex over the years, with 77% of buyers agreeing their last purchase was over complicated. Typically, the B2B buying cycle can last from a couple of weeks to months, with an average of 6 to 10 people involved, according to Gartner. Most of those involved are millennials who have arguably shaped expectations for the future of B2B sales, demanding a more personalized and B2C-like experience.

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