The Buyer Has Already Decided. Now What?
Seven things the 2026 Buyer Experience Study tells you to change in your 2027 GTM
Seven things the 2026 Buyer Experience Study tells you to change in your 2027 GTM.
Table of contents
The gap nobody is closing
1. The unit you are measured on is not the unit that decides.
2. The shortlist is formed before you know the evaluation has started.
3. The people most likely to kill your deal are the ones you are not marketing to.
4. Buyers use ten different sources. Most marketing budgets fund two or three.
5. A dissatisfied buyer is not the same as a ready buyer.
6. Your marketing technology was probably not built for how buying actually happens.
7. Redefine your ICP based on who actually buys, not who you hope will.
The gap is yours to close.
About the research
The Buyer Has Already Decided.
Now What?