Marketing gets more complex by the day. And prospects have more control over their buying journey than ever before. It’s too easy to waste time and money on things that don’t work. In the panic to grow, companies default to forcing leads through a pre-ordained funnel, rather than influencing the actual way people buy. We will discuss how companies are using primary customer interviews to reverse engineer a true buying journey; allowing brands to make better strategic, tactical and financial decisions around marketing activities. Attendees will receive a list of questions they can use immediately to interview their own customers.