New Publication! The Lead-Based Approach Has Failed Us: It's Time to Move On

saraboostani

A form-fill used to mean "I need to talk to a human because there's no other way to learn about this." But that's not true anymore, and hasn't been for a long time! If you follow our Research Road, you've probably heard us repeat this many a time before: buyers spend 60% of the buying journey deciding who they want to buy from, choosing a vendor from their Day One shortlist 95% of the time. For 94% of teams, only once they agree on a favorite do they reach out to begin seller conversations. And once those conversations happen, buyers stick with their original favorite ~80% of the time. Buyers don't need to fill out forms to get information — they have unprecedented access to online content and are highly experienced in their solution category (the average buyer has been through 8 prior purchases). Those who do fill out forms are likely the professionally curious, updating themselves on the category outside of an active buying cycle, or already deep into one, with their decision likely made or well on its way. The traditional lead is not a reliable signal of buying intent — yet our research shows it's still the number one signal GTM teams rely on and trust most.

"The Lead-Based Approach Has Failed Us: It's Time to Move On" is the full research-backed case against leads, followed by a how-to guide for making the shift inside your own org. Published today — we're eager for you all to read it and come back with your questions, success stories, blockers, etc.

@Kerry @Gina Rau

Kerry

Great summary, Sara. This really is a full argument about why to move on, plus a lot of how, including frameworks and assessments to help in planning.