Enterprise Buyers Do Not Think Like Consumers - Here's Why

Episode notes

The weekly GTM Operating System broadcast for B2B CEOs. Rethinking how enterprise companies generate revenue. For more than a decade, many B2B go-to-market strategies have quietly adopted thinking from the consumer marketing world. Funnels, lead capture, attribution dashboards and Martech stacks were designed around consumer behaviour. The problem is simple. Enterprise buyers do not behave like consumers. In this session we examine why this assumption is distorting revenue performance across the B2B sector. In this episode we explore: Why consumer marketing logic entered B2B strategy How enterprise buyers actually discover and evaluate vendors Why friction-heavy lead capture often repels senior decision makers What a modern B2B revenue architecture needs to look like This broadcast is part of the ongoing exploration of the salesXchange New Business Operating System for B2B , designed to replace fragmented Martech stacks with a structured revenue architecture. Watch video episode #03 by clicking here . ============================== If this episode resonates, start with the three papers below.