Self-Service Buying is a Wake-Up Call for B2B Sales Although self-service buying is increasingly important, fewer than half of B2B sales leaders consider selling digitization to be a priority. June 24, 2024
Younger Generations Are Shaking Up B2B Buying — Are You Prepared? According to Forrester, younger and older B2B buyers have different decision-making processes and sources of value. April 8, 2024
Customer Journey Management Capability in Business-to-Business Markets: Its Bright and Dark Sides and the Overall Impact on Firm Performance (Homburg and Tischer 2023) Although effective customer journey management can increase firm performance, how it is achieved can be costly. June 25, 2023