'The technologies that make up this list prioritize buyers' value of real time collaboration, provide them with the help required to influence consensus, and allow them to leverage digital tools for purchase guidance,' said Dan Gottlieb, Senior Director Analyst in the Gartner Sales Practice.

'While our research indicates buyers have a preference for a rep-free purchase experience, they also report that their interactions with sellers are the most valuable parts of the buying process,' Gottlieb said. 'Their willingness to work with sellers via technology presents a compelling opportunity to experiment with new ways to engage digitally."

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