The Hidden Buyer Journey: Scott Gillum on B2B Decisions

Scott Gillum's new book, The Hidden Buyer Journey, argues that most B2B sales teams miss the real drivers of purchase decisions. They track form fills and intent signals. Those surface-level metrics capture what buyers do, not why they do it. Gillum says the real decision-making is shaped by personality, culture, risk tolerance, trust, and stakeholders who never appear on a CRM report. These hidden factors often override the rational evaluation of features and price, he argues. The book draws on research into how groups within a buying organization align or conflict. For GTM teams, Gillum says pipeline velocity depends on understanding internal dynamics, not just external signals. The Hidden Buyer Journey is available now.