Let’s continue our sailing trip on the high seas with the customer’s implementation and adoption phase and the related value dynamics.From change dynamics to decision dynamics to value dynamicsA few weeks ago, we discussed the dynamics of the customer’s journey, especially the change dynamics in...

Buyers decide how to approach a problem or a challenge. Buyers decide when and how to engage with salespeople, depending on the complexity and the specific risks of their different buying situations. And they also determine what value means in their business context (and for...