By now, everyone has heard about the so-called "study" proving that 57% of the buyer's decision is made before they ever engage with a sales rep.
The statistic has been used to justify spending billions of dollars on Inbound Marketing.
But did you know it's completely bogus?
The Rest of the Story...
It turns out that they never actually did a study - which I found out by talking to a secretary at the originating company. It was a made-up number from a casual conversation. But they threw it in their pitch deck, and it eventually went viral. And here we are.
But here's how you know it's nonsense:
If it were true, how would anyone ever sell something where the buyer hadn't previously been aware of their need????