Vendors say most sales meetings are a valuable part of the B2B purchase process, whereas buyers say most meetings are not valuable, according to a recent report from Altify and IDD Consult.

The report was based on data from a survey of 1,245 buyers and sellers in 66 countries who work primarily for B2B companies.

The sellers surveyed say 70% of sales meetings are valuable to the customer, on average.

In contrast, the buyers surveyed say just 50% of meetings are valuable.

More than half (56%) of sellers think they add value to the purchase process most of the time. However, a third of buyers say vendors rarely or never add value, and just 14% say they always add value.

Buyers say just 38% of meetings result in a follow-up, whereas vendors believe 53% of engagements result in a second meeting.

About the research: The report was based on data from a survey of 1,245 buyers and sellers in 66 countries who work primarily for B2B companies.