Articles by Robert C. Johnson

The business-to-business buyer's journey is often difficult and long. The typical buying group for a complex B2B solution involves six to 10 decision makers, according to Gartner, each of them bringing information they independently gathered to share with the group before making a decision. This information often opens the door for new suggestions...

Company executives -- especially customer service leaders -- will tell you that the customer is the most important person on the planet and that the company is focused on making the customer happy with a laser-like intensity. Take a look at a typical mission statement -- it's all about the customer. Yet many customers would rather have a root cana...