The B2B buyer journey is changing in a way that can make traditional sales metrics misleading. A company can discover that a prospect selected a competitor even though its sales team never had an opportunity to compete. There may have…
The Invisible B2B Buyer Journey is becoming one of the most important challenges for modern sales organizations. Sales teams have traditionally optimized the part of the buying process they can see: leads entering the CRM, qualification, meetings, opportunities, proposals, negotiations,…
The B2B competitive landscape has traditionally been relatively easy to define. Companies know which vendors appear in the same RFPs, target similar accounts, compete for the same budgets, and rank for similar keywords. Marketing teams build competitive matrices, sales teams study competitor positioning, and leadership teams monitor changes in market share and brand perception.…
