customer 
Industrial Marketing Today
JUNE 19, 2010
The chart below from a research study done by Forrester illustrates this point very clearly. The sales team has a much better understanding of the needs of various stakeholders because of their customer-facing role. They have the insight on pain points and issues surrounding the customer.
The ROI Guy
OCTOBER 5, 2011
Buyers are in control, with almost 70% indicating they don’t think sales is adding enough value-add to their engagements (Forrester 2011). Customers bought "products." Solution Selling: Rather than buying products, customers looked for solutions - usually a functional combination of hardware and software to solve a technical problem.
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