At the recent Gartner Digital Marketing Conference, Brent Adamson, principal executive advisor at Gartner,  shared highlights of research on how businesses make purchase decisions that exposes flaws in how B2B marketing and sales teams currently operate with each other. According to the study, B2B buyers are utilizing digital resources throughout their decision journey, not just in the early discover and exploration phases. This misconception by marketing and sales teams has led to an organization process that doesn’t align with the buyer’s needs.

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