For years, creativity and intuition have been held up as the twin engines of marketing. And while they’re still essential, they are no longer enough. The pressure on modern marketers to prove ROI, ...

As B2B marketing evolves, so do B2B buyers. Along with the rise of various technologies and fluctuating economic conditions, the B2B buyer's journey has changed, as has how buyers make decisions.

Consensus decision-making fosters collaboration but can slow progress if not managed effectively. Balancing consensus with leadership ensures efficiency without sacrificing inclusivity and engagement.