Critical Path to Purchase

Use Persona-Based Buying Scenarios To Improve Buyer Predictability

One of the must have competencies in the future of B2B is buyer predictability.  Without it, there will be an inability to anticipate how to help buyers and customers.  Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while.  It is used in …

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Are You Treating the 57% of the Buyer Journey Statistic As Gospel?

I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic.  Megan is Vice President and Group Director, Data-Driven Marketing at SiriusDecisions.  It is a good read.   I am happy to see SiriusDecision make a commentary on their statistic regarding the buying journey.  As Megan points out, …

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5 Steps B2B Chief Sales Officers Must Take To Survive The B2B Buyer Revolution

For tenured B2B Chief Sales Officers, the world of sales – as they know it – is undergoing its most dramatic disruption in the last 50 years.  What worked before no longer works now.  Sales organizations are under constant assault by both internal forces and buyers.  The demands and expectations of buyers and internal leaders …

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