In our (yes, we made it—cue the confetti!), we kick off our October theme: Content & Branding Strategies by diving headfirst into the wild world of mapping the buyer journey. If you’ve ever thrown up your hands mid-sales cycle yelling, “Why are they ghosting us?!”, this one's for you.

We reflect on our own trade show tales (some glorious, some...not), break down why most buyer journeys resemble spaghetti more than a staircase, and explore how to build a revenue-operating system that actually makes sense. We cover why cross-functional input is crucial, how AI tools can (actually) help, and why it’s not about your process—it's about theirs.

Spoiler: it’s messy, non-linear, and buyers change their minds 3.1 times on average. You’ll laugh, you’ll cry, you’ll want to workshop your pipeline.