John brings more than 20 years of experience as a B2B technology marketing executive to his portfolio marketing research. He has successfully launched new industry and platform solutions, built and executed go-to-market initiatives, and developed and implemented matrixed marketing models across product, industry, and regional field marketing teams.
This report outlines why companies overlook positioning and how creating a positioning practice can guide them to success in dynamic markets.
In 2024, buyers at large enterprises used a broader range of decision criteria when making purchase decisions than buyers at smaller businesses.
B2B buyers have rapidly adopted genAI, naming it one of the most important sources of self-guided information and finding it helps them to make better purchase decisions.
Younger buyers and genAI are driving changes in how B2B buyers purchase. In 2025, these drivers will result in a tipping point as buyers push providers to deliver better buyer experiences.
As buyers adopt generative AI, B2B companies must invest in the ability to turn insights into action and in staffing for influential vs. operational roles.
This report shows B2B leaders how leading companies design these functions with a shared vision of customer value and aligned management with independent responsibilities and structure.
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