In 30 seconds

The Problem: Three in four ANZ B2B organisations are failing the shortlist test. Not because their product is inferior – because their digital footprint is noise, not signal. Buyers are forming views and eliminating vendors before a single conversation takes place.

The Shift: Gartner, Forrester and 6sense confirm that 80% of the B2B buying journey is now self-directed. Barrett’s 2026 GYSAT research found this is acutely true across ANZ – the shortlist forms digitally, silently, and without your knowledge.

The Solution: Audit what buyers find when they research you. Your website, your case studies, your people’s LinkedIn presence – these are your first salespeople. Make them count.