🎥 A Radical New View of How Deals are Won and Lost: The 2024 Global B2B Buyer Experience Report

Not only do we have them - we are them.

What fascinated me most about last year's report was how accurately it represented my first 6sense RFP.

We compared four companies (the others were Demandbase, TechTarget, and Terminus) because that was the corporate process - at least 4 must be considered. We had to hunt for one of them because the short list consisted of three. When we did reach out to them, we already knew they would be eliminated early because our independent learning revealed that they only operated well in North America. But, you know…corporate.

We did all of our research up front - the only thing we needed from the vendors was an account matching test which, to nobody's surprise, 6sense came out on top of. But that gave us the information we needed to prove what we already knew and back up our decision.

I do wonder how short the buying cycle could be if we eliminated some of these corporate processes and trusted our people more. How much of those many months could be shaved off if we didn't have to do things like arbitrarily add vendors to the process simply for the sake of having them there.

• Me when Kerry released his research last year: