The gap is yours to close.
Conclusion
The buying group decides. The shortlist forms before first contact. The category case is harder to make than the vendor case.
Dissatisfied buyers do not complete at the same rate as buyers with a clear capability gap. And the technology most teams are running was not designed for any of this.
None of it requires a full transformation before you can start.
How do your customers actually buy? Which roles take part, who holds a veto, and which triggers pull someone into a buying group in the first place?
Where is the data on those triggers and on intent across the whole group rather than one visitor? Some of it is already in your systems and nobody has joined it up.
Does your technology carry the group in its data model, not as a workaround but as a first-class object?
Who designs and runs the work on top of that? Insight that arrives in a presentation and never gets executed is expensive entertainment.
The details depend on your market, your buying group, and your current state of play. We are happy to work through them with you.
