HomeResearch Articles The Brains Behind the Operation: Orchestrating the Nonlinear, Real-Time Buyer’s Journey

The Brains Behind the Operation: Orchestrating the Nonlinear, Real-Time Buyer’s Journey

  • Changes in buying group behavior are forcing B2B sales, marketing and customer-focused functions to continuously rethink how they orchestrate buyer interactions
  • Organizations must leverage technology to attract, engage, qualify, convert and then retain buying groups, not just individuals
  • Individuals expect a coherent experience across devices, channels and members of their buying group in real time, even when the buyer’s journey is not linear
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