The Importance of a Buyer Journey

The buyer journey is really like, okay, they're doing their job and they have some sort of a goal that they might have decided or somebody above them decided. Then they run into a challenge and then they start researching what does this challenge look like? Why am I having it? What are potential solution categories? Which category is the best one within the category? What will be the best match for me? That's not a buyer journey. As hardly even as anything, there's almost nothing to do with the buyer. It has something to do with buyer journey in a very weird way because sales process, your rudimentary sales process, it's not the buying journey, right? Exactly. You