The Heart of the Deal: Unveiling the Emotional Core of B2B Buying
In the streamlined corridors of B2B transactions, where spreadsheets, ROI, and KPIs dominate the conversation, there lies an often-overlooked truth – the heartbeat of decision-making is not purely rational; it’s profoundly emotional. Kandace Barker, Head of B2B at Initiative, captures this sentiment perfectly: “There’s this fallacy that business decision-making isn’t driven by emotion. All […]