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The Sleepless CMO
Tech Heads is Octopus Group’s annual survey of B2B buyers and decision makers. It helps us
understand what they want, how they buy, and how we can advise our clients on the best ways
to sell to them.
The Tech Heads 2016 story begins with a finding from last year’s study that posed a question we couldn’t answer:
“Why are businesses taking longer to make purchasing decisions?”
In our digital world of speed and convenience it doesn’t make sense that anything should take longer. So we wanted to know what the impact of longer purchasing decisions was having on marketers – specifically if it was keeping them awake at night.
This year’s research reveals that a CMO in 2016 is six times more likely to lose sleep
than gain it, in comparison to previous years. It’s no coincidence that 92% think competition has increased pressure to hit targets (30% ‘significantly’) and 90% say they are having to be more creative to compete.
These trends have given rise to ‘The Sleepless CMO’.
Read on to discover:
¤ What keeps marketers awake at night
¤ What delays prospects’ buying decisions
¤ How you can sleep better when you make a connection between the two!