One of the biggest misconceptions in B2B marketing is that we’re selling to individuals. But, complex purchases are made by groups of stakeholders, often spanning finance, operations, IT, and executive leadership, who each plays a role in shaping the final decision. In this Fast Company op-ed, Madison Logic CEO Keith Turco shares why the traditional lead-centric model is increasingly misaligned with how companies actually buy—and what marketers should focus on instead. Read it to learn why understanding collective influence is becoming one of the most important capabilities in modern B2B marketing.
