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Why it’s time we stop ignoring how hard buying software has become
We’re seeing more and more buying cycles drag on for weeks (or months), only to collapse at the final hurdle, not because the product isn’t right, but because internal alignment is missing.
Maria McMenamin, Adviser, Board Member, and Investor - summed it up perfectly.
“Will someone please think of the buyers?”
In response to a founder’s story about a deal that was blocked at the eleventh hour by a surprise stakeholder, Maria highlighted something many overlook: buyers are just as frustrated as sellers when things fall apart.
Buying is broken
In many organisations, purchasing software has become a full-blown project. Buyers are expected to:
- Scope requirements
- Build business cases
- Align internal teams
- Justify spend
- Handle procurement
All while managing internal politics and budget pressure.
And with an average of eight stakeholders involved in most B2B buying decisions, getting consensus is no small feat. A single misaligned decision-maker can derail the entire process, as we’ve all seen time and time again.
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Digital Sales Rooms: The better way to buy (and sell)
Maria believes there’s a smarter way forward and we couldn’t agree more...
She says:
“In the future, we might see buyers mandating Digital Sales Rooms for engagement with sellers.”
We’re already seeing it happen.
Tools like trumpet are helping modern go-to-market teams and their buyers stay aligned from first call to close. With digital sales rooms, buyers can collaborate with sellers in a shared space that houses everything from intro decks to mutual action plans, org charts, and stakeholder tracking.
With analytics, triggers and flows, and smart insights baked in, sellers can see where momentum is building — and where it’s dropping. Buyers, in turn, gain transparency, structure, and a faster route to consensus.
It’s time to remove the unnecessary faff from software buying. Because a well-informed, aligned buying team isn’t just good for sales — it’s good for everyone.
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![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)