By Joshua Baez, Engagement Manager at Heinz Marketing
“How do my peers make buying decisions?”
It’s a question on the mind of many of today’s B2B marketing leaders — and for good reason. The role of the marketing leader is evolving, expanding to focus on more strategic purchase decisions spanning the entire customer lifecycle. And with this expansion comes the greater potential that your decisions more broadly impact the success of your company as well as the other functions across your organization.
The creation of the B2B buying committee was intended to lighten the load of the buying process for marketing leaders. However, our research has indicated otherwise. Though these committees of decision makers and influencers are present in a majority of organizations, the onus is still on the marketing leader, themself, to see a decision through from start to finish.
Which brings us back to the question at hand, “How do my peers make