Where do white papers fit in the sales cycle?
The longer the sales cycle, the more likely white papers are part of it. White papers are used early in the sales cycle, before the prospect makes a purchase. These can be called the “Vision” or “Planning” stages of the buying process, or the “Research” or “Selection” tasks of the Universal Tasks. After making a purchase, the buyer has little need for white papers. At this point, the customer needs documentation, training and technical support, not white papers.
