The B2B buying journey is nothing like most consumer purchasing. If you need a new sweatshirt, you’re unlikely to ask the CFO, the head of procurement, Bob who sits on your left, and Cath in the Singapore office for their input.
The sheer number of decision-makers involved in many B2B purchases can slow sales to a never-ending repeat of one-step-forward-two-steps-back. This is made even worse by the fact that more people are remote working than ever. While this may be great for their work-life balance, it’s not so great for snappy purchase decisions.
