The B2B Buyer’s Journey Isn’t Linear By 2025, 80% of B2B sales transactions may take place online, with many buyers preferring to take their own circuitous routes when making purchases. October 14, 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