OnBase: Smashing Sales and Marketing Misalignments Ep. 581 | The single-buyer myth: why B2B deals are really won by buying groups and AI
Single-buyer strategies are no longer enough.
In this episode of the OnBase podcast, Paul Gibson sits down with Graham Reed, director of business creation at Ice Blue Sky, to explore how buying groups are reshaping B2B decision-making in the age of AI.
They discuss why deals fail when teams focus on one contact, how AI improves relevance without replacing human judgment, the risks of black-box intent signals, and why sales and marketing alignment is critical to winning complex deals.
If you are struggling with low-quality pipeline or disengaged stakeholders, this conversation will change how you think about modern B2B buying.
About Graham Reed
Graham Reed is the director of business creation at Ice Blue Sky, a specialist strategy-led, account-based marketing and demand generation agency focused on the technology sector. With a background that began in print marketing, Graham transitioned into B2B later in his career and quickly developed a deep passion for the discipline, particularly account-based marketing and buying group strategies. Over the past five years at Ice Blue Sky, he has worked closely with technology and channel-focused organisations to design highly targeted, data-driven marketing programs that drive early-stage sales engagement. Graham’s work is centred on understanding how modern buying groups operate and how relevance, strategy, and emerging technologies like AI can be combined to influence complex B2B buying decisions.