In our latest GTM Insider Podcast episode, Lesley Ronaldson from Gong shared a crucial insight for modern sellers and marketers: your buyer is already making decisions before you even speak to them.
“If you think about booking a holiday, years ago you’d sit down with a travel agent,” Lesley explained. “Now, you just go online and book it yourself. It’s the same with B2B sales. Gartner tells us that 57% of the buying decision is made before the buyer has even spoken to you.”
A digital presence matters more than ever, buyers are forming opinions based on your website, your LinkedIn presence, and how your team shows up publicly long before they talk to a salesperson.
Lesley praised the importance of a strong online identity:
“You can get a vibe of your culture just from LinkedIn. I’ve met your employees through your posts - that’s powerful.”
For sales and marketing teams, this is a wake-up call:
- Invest in building a standout online experience.
- Make sure your brand tells a clear and consistent story.
- Showcase your people, your values, and your expertise authentically.
The conversation reinforced a growing reality: sales starts long before the first call. By the time a buyer reaches out, they’ve already decided if you're someone they want to partner with.
Listen, read and explore
🎙 Listen and read the full episode of the GTM Insider Podcast with Lesley Ronaldson here.
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