I had never really thought about the answer to this question until I came across the Buyersphere Project a few years ago. That was a real eye-opener in so many ways, not least because it showed me what can be measured if you put your mind to it!
It also helped me start to understand and rationalise some of what I was seeing in my own sales and marketing efforts. More truthfully, in the resistance I was seeing from potential customers. “Why can’t I get those appointments? Ah, that’s the reason why.”
I was reminded of it again recently when I came across When Did You Last Map the Buying Process of Your Customers? by Tony Zambito on the Sales Benchmark Index website.
As Tony admits in his response to one of the comments, a better question might be ‘Why Haven’t You Yet…?’
