B2B buyers are terrified of making mistakes

40 to 60% of B2B purchase processes end in no decision. If you scratch on that data, the majority of those aren't saying, 'Well, I'm not making a decision to buy something new because the old thing we were doing is better.' That's not true at all. In fact, the majority of those is they couldn't figure out how to make a choice confidently.

Most of the folks in B2B software, most of the time, your buyer has never purchased software like yours before. This is the first time they've done it. And their bosses come to them and said, 'Hey, figure this out. Go find us a CRM and look at all the CRMs and figure it out.'

What B2B software buyers want in a sales interaction is perspectives on the market and help weighing their options. And we don't do that. We're just like, 'Here's our stuff. You figure it out, it's up to you.'

There is this secondary job that the champion of the deal is, and that's how do I make a decision without getting fired? And so we got to help them accomplish that job, otherwise we don't get what we want, which is the money.