Women control a growing share of B2B spending yet many companies have work to be done when it comes to connecting with the increasing number of female decision makers. In this podcast, Inna Baigozina-Goreli points out the benefits of tailoring sales approaches in a B2B environment to women, whose influence in the procurement process is increasing as more women advance to senior roles. Inna draws on the recent research study she led in which A.T. Kearney surveyed 200 UK executives and decision-makers in B2B companies and across the public sector. The survey was complemented by the 35 interviews. The study concludes that UK companies can gain a competitive edge in the global marketplace by better connecting with female buyers.