What slows customers down and what you can do about it?
The change in the B2B sales process was apparent several years back and HBR has been in the forefront of reflecting the shift. Not necessarily in these exact terms. Take for example the article “The New Sales Imperative” written by Nicholas Toman, Brent Adamson and Cristina Gomez of CEB. The shift is from ‘the customer purchase from us’ journey to a ‘proactive, prescriptive approach that guides customers through decision making’ journey