Decisionmaker

The Myth Of The “Single Decisionmaker”

qimono / Pixabay How many people are involved in the customer buying decision? If you are a fan of CEBs research, the answer is 6.8. Other research says there is always a single dominant decision-maker. Still, other research suggests there is a dominant influencer (or mobilizer), that drives the decision-making. Too often, when I talk …

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