#consensus

At the B2B Marketing Exchange (B2BMX) 2026 powered by Advertising Week, a panel of industry leaders addressed how B2B sales strategies often fail by focusing on single champions rather than broader buying committees. The session, titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion," featured experts who explained that deals stall not due to product issues but because strategies overlook committee dynamics, with two-thirds of B2B buying committees now...

At the B2B Marketing Exchange (B2BMX) 2026 powered by Advertising Week, a panel of experts addressed how B2B decisions increasingly involve committees rather than individual champions, as explored in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel, moderated by Demand.com’s Rick Robinson and featuring Terry Arnold, Whitney Goldstein, and John Johansen, examined strategies to adapt to this shift by redefining account coverage metrics...