How B2B Buying Has Changed

In this episode of Stacking Growth, Carl and Cassidy reflect on how business has been changing, and how to stay on top of the rapidly shifting landscape. 

They talk about the shift in buyer behavior that has brought about the need to shift marketing from “why us” to “why change?”, and how to align your team to be focused on the same (and most effective) strategies. They look at the differences between sales teams and marketing teams, their strengths and weaknesses in response to change, and how executive teams can make the difference in pushing everyone forward.

Cassidy puts Carl on the spot in asking him about business acumen and the ways people can accelerate the improvement of their own, and Carl returns the favor by committing them both to delivering a ‘why change’ narrative framework.