Brands are cracking the code on what buyers want. ABM, RevOps, intent, AI, PLG, and a whole lot of technology is improving sales productivity and the effectiveness of every marketing dollar.
Actually, that’s not true. Instead of codes being cracked, B2B buyers are evolving their journeys — and moving the cheese along with them.
A buying team member was recently asked why they did not purchase from a vendor. “The process was brutal,” they said. “It was all about the sale. There was nothing about value for the customer or about the customer. I don’t need this.”