Overwhelmed B2B buyers face a crisis of confidence as they increasingly struggle to make large-scale purchase decisions, according to Gartner, Inc. Research findings revealed to more than 800 chief sales officers (CSOs) and other sales leaders at the Gartner CSO & Sales Leader Conference keynote in Las Vegas today indicate that the root cause of customers’ struggle has little to do with how they perceive suppliers’ offerings. “The single biggest sales challenge today is, in fact, customers’ confidence, but it’s confidence with a twist,” said Brent Adamson, distinguished vice president in Gartner’s Sales practice.

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