The complexity of the B2B buyer decision process

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«Aligned to Achieve» addresses this topic in depth with a Vision very connected to the one we have at BtrueB: Marketing has to make selling easier and more sustainable at the end of the «spray and pray» era .

The book goes into great depth about the four pillars of good alignment:

One idea is proposed above all others, based on leadership founded taiwan telegram group link on a strong culture of internal communication. As the authors emphasize: “The customer does not see Marketing or Sales, but your brand.”

affecting sales teams that appear at the very end. Therefore, how to help focus on the right leads is an important function and one that Marketing must start to lead.



Beyond being a very practical book thanks to the numerous examples and success stories, it is perfectly adapted to the reality of the B2B environment. Another aspect that we liked is that it is not noticeable whether it is written by Marketing or Sales, but rather by the client.