Martyn Lewis, author of How Customers Buy and Why They Don't: Mapping and Managing the Buying Journey DNA shares his insights from interviewing thousands of buyers.
Martyn shares how The Buying Journey trumps the Sales Process, and that Buyers do not typically buy logically or rationally.
Other topics include why your value proposition is just not enough and assuming that you understand the buyer journey is so dangerous.
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AI to ROI (fka Metrics that Measure Up)