We are all seeing a shift from vendor-driven to peer-influence is marginalizing vendors. Buyers demand to be empowered with education on the problem definition before they engage for education on the solution differences.
We believe that the underlying problem that is driving this shift in your markets FROM a buyer’s perspective is that your company is not helping them understand what problem(s) that you solve for them. We believe that this is accelerating because the availability of information is increasing in markets. The buyers don’t need or can’t find the vendors who don’t help them with decision support. But, why is this a CEO level problem?