That is correct! Sales has been change... Before internet the sellers used to have 100% control of the sales process. Today the 70% of the sales process is done over the internet! Giving more power to the buyer! Therefore, you need to be relevant with your buyers and understand their context.

Another important aspect of sales is be trustworthy and increase the confidence in your client. But how are you going to increase thrust when the buyer is controlling 70% of the process? Read this article

As a result, your company should focus in a content strategy (Business Blog) and developing content to help your buyer walking in the sales process. This will increase your though leadership and making you a trustworthy advisor!