288 – The Millions You’re Losing Without Even Knowing It

About this episode

Jay McBain discusses the critical moments in the B2B buying journey and the importance of partner relationships in securing deals.

The Deal You Never Knew Existed. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this deep dive, Jay McBain reveals the harsh reality of the “28 Moments” in a modern B2B buying journey, using a multi-million dollar SAP deal at AstraZeneca as a wake-up call for vendors. He explains how traditional marketing leads are failing in the “decade of the ecosystem,” where trusted partners like NTT and SoftwareOne are winning deals in “light blue” partnership moments months before a customer ever downloads an ebook. If you aren’t visible in the seven-layer stack or collaborating with the partners who hold the customer’s trust, you aren’t just losing the deal—you’re losing the entire market. https://youtu.be/NO-P6X2dTAo?si=8e_sVesqvwaC0M-E Key Takeaways Most vendors lose major deals without ever knowing a transaction was even taking place. The average considered purchase involves 28 distinct moments of research and influence before a sale. Trusted partners often close the deal in the “middle moments” months before the money is actually…

People in this episode

Host: Vince Menzione

Guest: Jay McBain

Topics covered

• B2B buying journey
• partner relationships
• marketing strategies
• ecosystem dynamics
• sales insights

Keywords

• B2B
• sales
• marketing leads
• partner ecosystem
• technology integration

Mentioned in this episode

Organizations: SAP, AstraZeneca, NTT, SoftwareOne, Crossbeam, Workspan

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