The customer is in control. The old playbook doesn’t work. Too many companies are still surrendering instead of rethinking how they connect with buyers.

Alyssa Nolte sits down with Brandi Starr to talk about why customer expectations have changed, what businesses are getting wrong, and how leaders can take back control without forcing buyers into outdated processes. If you’ve ever wondered why your sales and marketing tactics aren’t landing the way they used to, this conversation will hit home.

3 key takeaways:

Customers now control 80–90% of their buying journey before talking to sales.
Old tactics like endless forms and scripted calls are creating friction, not results.
Companies that rethink their customer journey can turn buyers into long-term champions.

This is an honest look at how to stop surrendering and start building customer relationships that last.

Why the Customer Now Runs the Show with Brandi Starr