B2B marketers and sales reps have been trying to better understand the customer lifecycle for years — the psychology behind purchasing decisions, the motivations that spur the research process, and more than anything, what makes buyers tick. Despite these efforts, there’s still a disconnect between customers, marketers, and sales reps. In fact, a recent IDC study commissioned by Salesforce identified three main factors causing a breakdown in the modern customer journey:
Buyers have a hard time finding the right information during the research process, and therefore lack the vendor knowledge they need to make a purchasing decision.
Marketers don’t understand how to […]