According to Forrester’s (Nasdaq: FORR) report, The State Of Business Buying, 2026, generative AI is fundamentally reshaping how business buyers discover, evaluate, and purchase products and services.

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general ...

In the complex world of B2B sales, there is often confusion between the selling journey and the buying journey. Many businesses mistakenly assume that these two processes are naturally aligned, or ...

The pressures of today's B2B sales landscape are vast. There are longer sales cycles, an increased number of stakeholders (6-10 people are now involved in the B2B buying process), greater appetite to ...

Marketers, by now, are well-versed in the customer journey. And for good reason: being aware of the twists and turns a customer takes on the way to a sale is incredibly instructive—not to mention ...

Discover real-world Account Based Marketing (ABM) and Demand Generation insights to help drive your B2B success. Explore our expert-led resources and best practices for targeting high-value accounts, ...

Isn’t it tragic that so many prominent leaders rely on their intuition for their decision-making process? Gut reactions are seen as something almost magical, acquired either by hard-earned experience ...