Table of contents
00
The gap nobody is closing — Introduction
01
The unit you are measured on is not the unit that decides — For Marketing & Sales
02
The shortlist is formed before you know the evaluation has started — For Marketing
03
The people most likely to kill your deal are the ones you are not marketing to — For Marketing
04
Buyers use ten different sources. Most marketing budgets fund two or three — For Marketing
05
A dissatisfied buyer is not the same as a ready buyer — For Marketing & Sales
06
Your marketing technology was probably not built for how buying actually happens — For Marketing & Sales
07
Redefine your ICP based on who actually buys, not who you hope will — For Marketing & Sales
08
The gap is yours to close — Conclusion
09
About the research