Posted at June 03, 2013 11:17 AM
in
Marketing strategy
According to McKinsey & Company's
Chief Marketing & Sales Officer Forum, 50% of B2B marketing spend is misaligned.
That's because many B2B marketers are not using the consumer decision journey as their framework for thinking about the buying cycle. McKinsey's breakthrough research in creating the Consumer Decision Journey has forced marketers to discard the traditional notion of a purchase funnel. While initially a consumer-based study, the same phenomenon has been validated for business-to-business (B2B) customer decisions -- giving way to the idea of a Customer Decision Journey.