CEB (now Gartner) state that with the number of people that can get involved in a sale for us average salespeople things have got complex.
Think about it, over the years it's not just the end user department and IT that have driven the purchase, it's Finance, maybe HR, you name it, they want to be involved. Also in the user departments you are selling to, often there is a multi people.
You cannot go to your territory review and just talk about one or two people. Well you can, but any manager worth their position in 2018 will know all this. How do you scale?
How can you run (at least) 5 sales and prospect with 8 decision makers in each account all in one go? Using "old school" methods you cannot, the only way you can do it and be in control is to get on social media.
CEB (now Gartner) finds that 6.8 people are involved in B2B buying decisions. For technology related purchases, it’s even higher. Gartner research shows between 6 and 8 people actively involved and another 5-6 occasionally involved.