Enterprise Buyers Have Changed, but Most Vendors Haven’t Noticed

A few months ago, we were in the last stretch of a deal with a large manufacturer. Two of us left in the room, us and a competitor with a product most analysts would call slicker than ours. By the old playbook, this was theirs to lose. What turned it was not the demo. Before that final meeting, my team had pieced together what the buyer’s environment actually looked like: a tangle of aging…