Marketing to the full suite

While not a new term, Consensus Marketing is becoming more common in marketing’s lexicon as the dynamics of business-to-business (B2B) decision making are changing. As many marketers in B2B industries are observing, today’s major purchases are made by large groups of diverse stakeholders, forcing interaction among CFOs, COOs, CIOs and other C-suite executives. In fact, a recent CEB survey reveals the average buying group for a B2B purchase decision is a whopping 5.4 people.Read more