Pipeline & Accounts
- 3 courses
Pipeline & Accounts courses
Why We Are Missing Sales Targets
This course explores why B2B organisations continue to miss revenue targets despite strong effort, and identifies the structural flaws in traditional sales and marketing playbooks. Across five lessons, it challenges outdated assumptions around funnels, lead generation, and linear buying journeys, introducing Account-Based Marketing (ABM) as a strategic shift from volume-driven activity to account-focused growth.
9 min
1
(1)
By Joana Inch
Meet the B2B Trailblazers & Decision-Makers
This course explores the human dynamics behind modern B2B buying, unpacking the roles of influencers and decision-makers within complex buying committees. It examines how Gen Z shapes discovery, trust, and internal advocacy, while Millennials drive decisions through expectations of clarity, speed, and measurable ROI.
13 min
0
(0)
By Joana Inch
Understanding the B2B Consumer
This course provides a structured understanding of how the B2B consumer has fundamentally evolved and what that means for modern go-to-market strategy. It examines the shift towards digital-first, self-directed buying, the emergence of behavioural personas, and the increasing complexity of multi-stakeholder decision-making, before translating these changes into practical implications for Account-Based Marketing.
13 min
0
(0)
By Joana Inch