But of committed customer buying efforts end in no decision made

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It should cause all of us pause It should force us to think differently Reading the Numbers This data originally appeared in much of the research around Challenger led by Brent Adamson Matt Dixon and Nick Toman But lets reflect on the implications of data and what it means to our customers and our own organizations These were funded efforts That is these customers had committed funding to address a problem or opportunity Of course they had to justify their decisions but their organizations were committed to addressing the issues


The reasons for these failures were varied but few attributed to the customer ability to select a solution Sometimes it was a shift in organizational priorities More often it was the inability of the customer to successfully navigate their buying India Phone Number journey to align agendas and interests to manage the problem solving and buying process to a successful Stated differently they get lost or they lose interest We shouldnt be surprised research by Morten Hansen and others show high failure rates of internal projects so it shouldnt be surprising that so many buying efforts fail ending in no decision made But what does this mean for the customer Its a huge loss





They started the process with the expectation of solving a problem addressing an opportunity making a change or improvement It wasnt just a desire to buy something but they were doing this change to produce business results So when we see the  failure rate what leaps out is the billions of dollars of lost opportunityincreases in revenues increases in profitability better growth better ability to serve their people customers and community In the most extreme cases repeated failures may cause the failure of the organization Invest in Collective Success .