B2B Marketing Trends to Watch — Or Not — in 2023.

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By Ruth Stevens

Business buying is changing, and marketers must change with it—fast. I take inspiration from Brent Adamson’s article in Harvard Business Review with the provocative title, “Traditional B2B Sales and Marketing Are Becoming Obsolete.” Adamson explains that business buying no longer fits the linear “handoff” model between marketing and sales. Instead, it requires a deep understanding of each account’s buying process and developing a unified selling process that maps to it.

So, we know sales and marketing must evolve. But how?

Let’s review some of the fresh ideas that are emerging to keep us going.

Read the full MCNY article.
Ruth Stevens is an Adjunct Assistant Professor.