sensemaking...does that make sense? The argument in HBR article is that information for B2B buyers are now abundant and that what they really need is actually someone to help them make sense of it (https://hbr.org/2022/01/sensemaking-for-sales?autocomplete=true) and that we should be that for our customers. In one way I can see that and for simpler purchasing decisions/solutions/needs I think it is also true but when it comes to larger complex buying journeys, I definitely don't think it is true any more. If I reflect on my own main industry experience (telco) and looking at it from the telco operators and what they should be "buying" as a way to move into selling higher grade enterprise solutions to their customers, I can't see that the answers are already readily available in the marketplace and just is waiting for someone to help them make sense of them. So I would like to argue that there is another position for sellers to also take - "The Advisor"