• ADAM SMARTSCHAN
• 21 Jul, 2020

Time was, the role of the B2B buyer in the marketing and sales process was simple. Someone would identify a need, then a lower-level resource would go find some vendors. (Maybe they’d even use this new thing called “Google.”) After they made some phone calls and filled out some forms, they’d do their shopping and make a decision. The winning vendor would get the contract, and the others would go find other prospects.
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