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SBP 139: Navigating the complexities of B2B Buying. Post Pod Discussion.
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In this episode, Vassilis Douros and Marc Binkley unpack the messy reality of B2B buying, following a thought-provoking conversation with Jann Schwartz and Mimi Turner.
They explore how buying decisions are rarely rational or linear—shaped instead by shifting group dynamics, emotional “jobs to be done,” and the human need for trust and validation. Drawing from personal experiences with software purchasing, they highlight why buying groups don’t map neatly to org charts, why deals often stall due to misalignment rather than product fit, and how brand fame works differently for…
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