Wednesday Wisdom: New Sci of B2B Reads

saraboostani
saraboostani Posts: 363 6senser
in RevCity

Hi all,

We’ve added a bunch of new content to the Science of B2B homepage. Our Head of Research is a typing machine, and he always brings so much wisdom and thoughtful perspective! Head over to our page for a ton of new good reads.

Here's one of my faves:

The Only Door Problem: Why B2B Keeps Mistaking the Channel for the Cause

If every deal passes through an MQL, it’s easy to assume MQLs create demand. If you run BDR cadences against nearly all potential buyers, it can feel like those cadences is what starts the sales cycle. Over time, when every qualified deal must pass through the same doorway — a form fill, MQL, or tracked touchpoint — we start to believe the door created the demand.

This piece explores how B2B teams confuse where revenue shows up with what actually caused it, and why real growth requires understanding what happens long before buyers ever knock.

@Kerry

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Comments

  • Kerry
    Kerry Posts: 163 6senser

    Thanks for picking this one. The only door problem is a very serious one. It's insidious. To overcome it, we need to realize that buyers don't buy solutions for their enterprises because they did or did not interact with a marketing campaign. They do so because they've identified a need that is worthy of spend to fix.

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