4 Powerful Forces That Drive B2B Purchasing Behavior
Sales and Marketing Management
APRIL 24, 2017
You’re working through the sales process with a prospect, and all of a sudden a competitor you’ve never heard of surfaces and you’ve lost the deal. An oft-cited example is steak versus pizza. The first two forces – dissatisfaction with the current solution and the pull of an alternative – are standard demand generation catalysts.
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