B2B buying isn't a linear funnel. It never was, but marketing teams still design strategies as if buyers move in a straight line from awareness to purchase. In this episode of This Is Strategic Marketing, I break down how B2B buyers actually make decisions: in groups, through consensus, and in non-linear patterns. Decisions involve multiple people with competing priorities. Each person has veto power, but no single person can say yes on their own. The buying process circles back, stalls, and accelerates unpredictably. Learn how to design marketing that aligns with how buyers actually work, not how we wish they worked, and how to stop losing deals to buying committee dynamics.