Soon after 'The Challenger Sale' was published, you could see a stream of lazy commentators homing in on one percentage prominently quoted in the book - that the average B2B buying decision process was '57% complete' before the customer wanted to talk to a salesperson - and using it to justify their position on a bunch of unrelated issues.
"Similar figures have been published by other researchers, and to the same effect: to paraphrase Andrew Lang, the commentators who thoughtlessly requote these statistics are guilty of using them like drunk people use lampposts - to support their own positions rather than offering illumination to others.
The inconvenient fact, of course, is that there is no such thing as an 'average B2B buying journey', particularly where a complicated and significant decision is involved. Every opportunity is different. Some opportunities involve salespeople early and others involve them late or never at all..."
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