The Law of Averages Does Not Apply to Complex B2B Sales
Business 2 Community, June 3rd , 2021

Volume 279, Issue 1 Article 104716
June 3, 2021

"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..."