Common Sense - The Evolving B2B Buying Journey

Ed Marsh | Jan 6, 2018

Why Don't We Sell the Way We Buy?

About Common Sense - About John & Ed

john mctigueJohn McTigue recently retired from his role as co-owner of Kuno Creative, one of the preeminent B2B content marketing agencies in the country, and is now the Martech Whisperer. In his new role he's working with companies to navigate the convoluted world of the revenue growth tech stack. John can be reached at: 



You've met Ed here on the site. 

For many years John and Ed have enjoyed talking about thorny issues around B2B marketing & sales, and recently we've started to record those conversations. We're calling it "Common Sense"  based on our shared love of history, and the perspective we hope we bring. 

You can follow our musings on Common Sense at:


B2B Buying Journey Discussion Synopsis

We all know that buying has changed...but do we really understand how? Do we incorporate those insights into our revenue growth process? In many cases the answer is "no." We persist in selling (or trying to) the way we always have - and as a result the status quo is winning more and more deals.

This episode includes:

  • team buying and implications to sales
  • statistics on the impact of information availability on buyer behaviors and espectations
  • challenges of aligning marketing and sales (or morphing silos into a revenue growth continuum)
  • the growing importance of relationship
  • how to sell virtually - using the Challenger Sales model
  • the management mindshift that's required
  • how technology supports the sales effort

We dive into each of those and more as part of this conversation on the evolving B2B Buying Journey.

Transcript Follows:

Ed Marsh:   Welcome to Common Sense. Thanks for joining us today. I'm Ed and ...