In 30 seconds
The Problem: The B2B buying decision is no longer one person’s to make. The average committee now runs to 13 or more stakeholders, each researching independently, and around 71% of them are Millennials or Gen Z. Most sales processes were built for a smaller, older, more uniform room that no longer exists.
The Shift: From selling to a single decision-maker to orchestrating a generationally mixed committee. Younger members research independently, filter out generic content, and give their loyalty to experience, not institutions. Older members still value the relationship. You must serve both at once.
The Solution: Run one commercial system for the whole room. Be visible and useful where buyers research, translate value into outcomes and evidence, name what clients feel, and hold the relationship discipline experienced buyers expect.
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