---
title: Centricity | How a Refined B2B Buyer Journey Revolutionizes To-Market Efficiency
description: "In this episode of the Centricity podcast, Sean Doyle meets with Antonia Wade, Global CMO for PwC and the author of Transforming the B2B Buyer Journey: Increase Leads, Maximize Conversion Rates and Build Loyalty."
image: https://www.fitzmartin.com/hubfs/Antonia%20Wade%20-%20Centricity%20Guest%20Speaker%20Cover%20Art%20-%20V1%20Final.png
---

![Antonia Wade - Centricity Guest Speaker Cover Art - V1 Final](https://www.fitzmartin.com/hubfs/Antonia%20Wade%20-%20Centricity%20Guest%20Speaker%20Cover%20Art%20-%20V1%20Final.png)

Centricity Podcast Episode 64 June  27, 2023

# How a Refined B2B Buyer Journey Revolutionizes To-Market Efficiency

In this episode of the Centricity podcast, Sean Doyle meets with Antonia Wade, Global CMO for PwC and the author of [Transforming the B2B Buyer Journey: Increase Leads, Maximize Conversion Rates and Build Loyalty](https://a.co/d/ciNYs9E). Wade draws on years of experience as a CMO to bring us the truth of what works, even when that flies in the face of what we have been taught. 

**Moving Beyond the B2B Funnel**

- The “funnel” is an outdated model that doesn’t take into account the layers of complexity presently involved in the sales process. Multiple stakeholders, decision-makers, and increasingly technical products make the process less straightforward than in years past.
- Funnel imagery encourages sellers to move their buyers through the process as quickly as possible without taking time to create relationships, leading to poor customer experiences and low loyalty.

**The Future of Marketing**

- Don’t sacrifice advertising for brand architecture or vice versa. Both are needed to appeal to stakeholders at all levels of the organization.
- Organize your marketing campaign to make data extraction easy. When you offer valuable information to your customers, the information you get back makes these relationships mutually beneficial. 

**Resources**

Pick up Antonia Wade’s book, [Transforming the B2B Buyer Journey](https://a.co/d/ciNYs9E), on Amazon.

Listen here or on [iTunes](https://podcasts.apple.com/us/podcast/centricity/id1472052181?i=1000618468470) • [Spotify](https://open.spotify.com/episode/5JxuoQJaW0wvnoPZYrUXlK?si=f62628ccd2cd4b94)

[Download](https://www.fitzmartin.com/hubfs/CEN_064.mp3?hsLang=en) [Next  Episode ](https://www.fitzmartin.com/centricity/podcast/how-to-engage-more-effectively-with-buyers?hsLang=en)