A lot of people talk about how the buying process has changed but it's hard to find where that information came from. To change that Jim and team decided to interview 500 business buyers (with deal sizes over 10K and not in procurement) to understand what really happens during the buying cycle. The findings were fascinating as the top was not a sales person, in fact, a sales person was 9th on the list. Tune into this episode to learn more about this research and how decision makers really make decisions.