Follow the customer decision journey if you want B2B sales to grow

In this article, McKinsey & Company emphasizes the importance of understanding the B2B customer decision journey and its impact on sales growth. The customer decision journey includes four stages: initial consideration, active evaluation, closure, and post-purchase. By mapping and analyzing the journey, businesses can better identify and target the right customers, optimize sales and marketing efforts, and improve customer experiences. The article highlights the benefits of following this approach, including increased conversion rates, improved customer retention, and higher profits. It also provides practical recommendations for implementing this framework in B2B organizations.