124: Gartner's Expert on Making B2B Buying Easier

Nothing like a live audience to keep you on your toes! Third-time guest Brent Adamson, Distinguished Vice President, Gartner, joins Drew for a live conversation in front of an elite collection of B2B CMOs to chat about smarketing—and no, that's not a typo. Brent dives into why sales and marketing—"smarketing"— must work together and fully align to connect with customers. Beyond that, Brent explains why buying is broken, the pitfalls of working with a large buyer committee, and why companies need to make customers reevaluate themselves rather than products. Don't miss that and more on this week's Renegade Thinkers Unite.