he pendulum has been around since 1602 when Galileo invented it. It was the world’s most accurate timekeeping device right up until around the 1930’s. The concept is one of our natural laws of the world. We may be experiencing the effects of the pendulum in sales and marketing.
Despite the pronouncements of buyers not engaging sales until 50-70% into the buying cycle, this generalized view is and should be questioned. Paired with other studies indicating buyer dissatisfaction with content and information, something new may be afoot. At this stage, it should be treated as an early stage buyer insight to watch. Here is what may be happening: