About this episode
The Deal You Never Knew Existed.
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In this deep dive, Jay McBain reveals the harsh reality of the “28 Moments” in a modern B2B buying journey, using a multi-million dollar SAP deal at AstraZeneca as a wake-up call for vendors. He explains how traditional marketing leads are failing in the “decade of the ecosystem,” where trusted partners like NTT and SoftwareOne are winning deals in “light blue” partnership moments months before a customer ever downloads an ebook. If you aren’t visible in the seven-layer stack or collaborating with the partners who hold the customer’s trust, you aren’t just losing the deal—you’re losing the entire market.
https://youtu.be/NO-P6X2dTAo?si=8e_sVesqvwaC0M-E
Key Takeaways
Most vendors lose major deals without ever knowing a transaction was even taking place.
The average considered purchase involves 28 distinct moments of research and influence before a sale.
Trusted partners often close the deal in the “middle moments” months before the money is actually spent.
Traditional marketing leads (MQLs) are often too “flimsy” compared to deep partner-led relationships.
Winning in the ecosystem requires being part of a “seven-layer stack” of integrated technology and services.
Data-sharing platforms like Crossbeam and Workspan are now essential to seeing the “invisible” pipeline.
If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins.
Key Tags:
28 Moments, Jay McBain, Ecosystem Strategy, AstraZeneca SAP Deal, Seven Layer Stack, B2B Buying Journey, Partner Ecosystem, NTT, SoftwareOne, Channel Strategy, Buyer Intent, Informa TechTarget, Collaborative Selling, Crossbeam, Partner Tap, Workspan, Marketplace Tracking, Co-selling, Tech Integration, Revenue Architecture, Pipeline Growth, Trusted Advisor, Digital Transformation, SAP Optimization, Microsoft AWS Competition.
Transcript:
[00:00:00] Jay McBain: So if you’re a vendor trying to get into that seven layer stack and you don’t have that relationship, or you d
