Blog Post

In theory, B2B buying decisions should be rational. Spreadsheets are built, ROI is modeled, and feature matrices are compared. Yet in practice, many well-qualified opportunities don’t end in a competitive loss. They end in no decision at all . This is not a pipeline anomaly. It is human behavior. In my work with complex B2B decisions, I see this pattern emerge with remarkable consistency. Research from Gartner shows that 77% of B2B buyers describe their purchase as very compl