Connecting the Consultative Experience

A little over sixty years ago, the world-renowned publisher McGraw-Hill ran an advertisement in a few of their magazines. It would become one of the most iconic B2B advertisements ever. As the tagline of the ad explained: “sales start before your salesman calls…”  In 2022 this remains incredibly relevant, this report explains how today’s B2B buyers perform so much online research prior to talking with a salesperson, and how companies can become over focused on things like product features, and not understand what customers really want or need.