When you work for a B2B or "business-to-business" company, you're selling a product or service targeted for another business rather than an individual customer. (That would be a B2C company). Given the nature of the transactions, B2B sales often involve larger quantities, higher order values, and more complex decision-making processes compared to B2C transactions. The focus in B2B relationships is on meeting the specific requirements of other businesses, building long-term partnerships, and delivering value that contributes to the success of both parties.

Many B2B companies use the B2B sales funnel model as a way to track potential customers as they move through the buying journey, from initial awareness to final conversion. It outlines the steps a buyer typically takes when considering a B2B purchase and provides a framework for sales and marketing teams to nurture leads, build relationships, and ultimately close deals.