It used to be that buyers would engage with sellers very early on in this process- right around the time of discovery. Marketing would own the messaging for this part of the process and then sales would take over. This often resulted disjointed messaging and value propositions, but the consequences were negligible as buyers didn't have access to information in the ways they do today and the seller was very much in the drivers seat. Today- buyers do not engage with the seller or vendor until they are, on average, 70% of the way through the process and well into the final decision phase.
To those on the seller side, this means 3 things: