Why does it matter?
Agent-led negotiations would change sales from human back-and-forth to software-mediated bargaining.
Direct quote
Twenty percent of B2B sellers will be forced to engage in agent-led quote negotiations. Welcome to "Let's Make a Deal -- AI Edition." In Forrester's B2B Sales Survey, 2024, 37% of sales professionals said that a top revenue growth challenge was being slow to recognize and adapt to buying behaviors.
Forrester