The Flow State Podcast

business, technology · EN

Conversations with marketing and sales leaders on how B2B buying has changed and what to do about it. Hosted by Stuart P. Turner. Research from Gartner and Forrester consistently shows the same thing: buying decisions are made by groups of 6 to 16 people, preferences form before formal evaluation begins, and 80% of deals fail because the buying group cannot reach internal consensus. Yet most go-to-market is still built for individual leads. Each episode explores a different dimension of this shift - through solo commentary, co-hosted discussions, and practitioner interviews. Topics include buyer group intelligence, the 3C Framework (Connect, Converse, Convert), revenue operations, social selling, and the changing landscape of B2B growth. Current series: The Buyer Group Intelligence Playbook - an 8-part companion to the article series on findtheflowstate.com/insights