Ep. 581 | The single-buyer myth: why B2B deals are really won by buying groups and AI
Single-buyer strategies are no longer enough.
In this episode of the OnBase podcast, Paul Gibson sits down with Graham Reed, director of business creation at Ice Blue Sky, to explore how buying groups are reshaping B2B decision-making in the age of AI.
They discuss why deals fail when teams focus on one contact, how AI improves relevance without replacing human judgment, the risks of black-box intent signals, and why sales and marketing alignment is critical to winning complex deals.
If you are struggling with low-quality pipeline or disengaged stakeholders, this conversation will change how…
The skinny
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