OpenView Report Examines B2B Sales Process

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Exposes the discrepancies between what salespeople believe drive IT buyers’ outreach and what’s actually influencing their purchasing decisions.

OpenView Venture Partners, an expansion-stage venture capital firm focused on providing technology companies with deep operational support, announced today the release of a new report entitled, “IT Buyer Insights: Why Your Sales Team’s Outreach Might Be Missing the Mark.” Targeted at the heads of sales at expansion-stage technology companies, the report highlights how sales leaders’ and IT buyers’ perceptions of the sales process are often misaligned, which can lead to significant inefficiencies.

Underpinned by the data obtained from a recent OpenView survey of more than 130 B2B salespeople and IT buyers, the report seeks to identify the discrepancies that exist between what salespeople believe drives IT buyer outreach, and what IT buyers say actually influences their purchasing decisions. Some of its findings include:

  • Sales organizations have a tendency to misunderstand how sales opportunities originate, which can negatively impact how they interpret other issues in the sales process and how they prioritize their process improvement efforts.
  • Sales organizations sometimes also misunderstand the source of their buyers’ needs or interest in a product or service, which in turn can incorrectly influence their interpretation of the factors that stall a sales process.
  • The most effective time to begin sales outreach is when the buyers begin actively researching and comparing solutions.

The report seeks to help salespeople put themselves in their customers’ shoes, and understand their motivation, so that they can become true value-adding partners who provide market and product knowledge. That in turn can help make the sales process a frictionless, collaborative engagement, and ultimately a win-win situation for buyers and sellers alike.

OpenView’s reports span a variety of topics, including technology, venture capital, marketing, and sales, and are created from the research OpenView Labs conducts in support of its portfolio companies. To download free copies of any of them, visit: or simply sign up for OpenView’s free weekly newsletter to have the firm’s reports and other operationally focused content delivered to you every week by clicking here.

About OpenView Venture Partners

OpenView Venture Partners ( is an expansion-stage venture capital fund based in Boston that is focused on high-growth software, Internet, and technology-enabled companies. Through its staff of seasoned operating executives, who collectively bring several decades of technology and management experience to the firm, OpenView is able to help portfolio companies quickly optimize their product, go-to-market, and organizational and operational functions. Founded in 2006, the firm invests globally and has approximately $440 million in total capital under management.

About OpenView Labs

OpenView Labs is the strategic and operational consulting arm of OpenView Venture Partners, a global venture capital fund that invests in expansion-stage technology companies. The Labs team consults to the management of OpenView’s portfolio companies across an array of functional areas, including recruiting, go-to-market support, and research and analytics. Together with its network of senior advisors, the team supports OpenView’s portfolio companies on a range of initiatives ranging from methodology incubation and market research, to providing strategic coaching.

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Morgan Burke
Open View Labs
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