Over the years, sales has lost a lot of its control over the sales cycle, especially with the advent of internet, cloud, social, and mobile technologies — in both good and challenging ways. Now buyers are in far more control of their own “buying journey,” no longer hostage to a company’s sales processes. They are able to find pricing online. They can compare competitive products and services with ease. And they can see who else is using your product and read real-time reviews on sites like Gartner Peer Insights.