The Great GTM Reset for B2B – Part 1: The Buyer Is the Reset, and They’re Stalling Your Deals

This episode is Part 1 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group.In this conversation, we focus on the buyer layer — and why modern B2B deals stall even when everything appears to be going well.Drawing on research from the B2B Institute, we unpack how buying power is split between visible technical buyers and largely invisible process buyers — and how this dynamic leads to late-stage deal stalls, quiet rejections, and “no decision” outcomes.You’ll learn:Why half of the real decision-makers in B2B buying groups are invisible to marketing and salesHow process buyers quietly veto vendors late in the buying processWhy defensibility matters more than differentiation in modern B2B decisionsHow social proof, relationships, and brand familiarity influence buyer confidenceWhy Millennial and Gen Z buyers are reshaping trust and credibility inside buying groupsThis episode sets the foundation for the series by reframing how B2B buying actually works — and why GTM strategies must evolve to support confidence-driven decisions.Next up: Part 2 explores brand as a confidence-driving growth system, and why brand and demand must operate as one adaptive GTM engine.