In today’s B2B sales environment, the customer experience is everything. Buy-side professionals have been trained by their personal experiences to expect an Amazon- or Apple-like flow to purchasing something. Whether they know it or not, they expect everything to be orchestrated and facilitated. Humans expect seamless buying experiences. And that’s why it is so critical for B2B sales teams to craft customer experiences that only result in one thing: an inked deal. Key to that goal… collaboration.