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Insights & Perspectives

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Strategic thinking on commercial growth, market leadership, and transformation for manufacturing and technology companies.

Practical insights from 25+ years leading commercial functions across global markets. Topics include growth acceleration, international expansion, product launch excellence, and building commercial & marketing capabilities that scale. There may also be a few soap box rants.

Manufacturing, Industry Insights, Commercial Integration Michelle Haynes Manufacturing, Industry Insights, Commercial Integration Michelle Haynes

Why your B2B buyers don’t want to talk to you - and what you can do about it

Manufacturing buyers are submitting enquiries they're not ready to follow through on - using contact forms to get information that should already be available. Research shows 61% of B2B buyers prefer self-service for information gathering, but most manufacturers force early sales contact. This creates pipeline problems: enquiries that go nowhere, dragging quote cycles, wasted sales time. The gap between marketing and sales is drawn for internal convenience, not buyer needs. What needs to change?

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