Nearly 90% of buyers claim not to involve a supplier when they identify problems. Reacting only to problems the buyer has already uncovered leaves sellers dependent on established demand that is outside their control. What if sellers not only reacted with solutions for established demand, but also helped identify new problems that created new demand? How might that change your success rates? How might that unlock your growth potential? Creating new demand requires marketing and sales working together to deliver problem-centered commercial insight at the outset of the customer’s buying journey. It’s not easy to do, but you’ll see why it’s worth it.