Had missed previous writing by Gartner on this.
Buyer Readiness Does Not Mean Buyer Knowledge by Hank Barnes
We’ve talked about buyer readiness at Gartner for a long time. Our feeling is that there are 4 stages of readiness (buying, shopping, aware, unaware) that you may encounter when engaging with a prospective customer (either marketing or sales). A recent personal experience is serving as a good reminder that even advanced stages of readiness do not mean the customer is fully knowledgeable about what they need. .... "
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