In part one of his first-ever podcast with Hank Barnes of Gartner, Reed and Barnes revisit their multi-year dialogue on the dilemmas of the modern enterprise buyer. Barnes has fresh research on modern buyers, including unsettling updates on project failures and buyer complacency. He also has fresh buzzwords for Jon to call out and break down, including "continuous buying" and "continuous customer behaviors." The guys also debate just how informed the modern buyer is, with Barnes landing on the side that "informed buyer" is aspirational at best. They both agree the vendors lack control - but still need to engage, but on new terms driven by customer needs.
July 7, 2019