The Importance of Coordination in B2B Buyers

Most B2B buyers across industries report engaging with both digital and human channels along their full path to purchase. And we do see some cases were marketing and sales are starting to rise to the challenge of tighter commercial coordination. But I think at base, just the fact that buyers are changing their behaviors and therefore their expectations. Put pressure on us to be more effective and working concert, rather than risking that channels repeat themselves or that the journey becomes fragmented.

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