For many executives, B2B has become an awful experience. In fact, some report a strong preference to simply avoid it altogether, at least whenever possible.
One CMO’s single word to describe her last buying experience?
“INeverWantToDoThatAgain.” All one word.
But what do you do when the first word your customer thinks of in buying not your solution, but simply a solution like yours is, “I never want to do that again.”
Sometimes, it’s kind of amazing that B2B commerce still happens at all.
What exactly is the problem, and what to do about it? Here are some suggestions, through the lens of (a) Customer Experience, (b) Sales, and (c) Marketing.
Plot twist, none of the suggestions involve fixing your company.
