Why do most B2B Sales Processes End Up With No Decision? w/ April Dunford

40-60% of B2B sales processes end up with no-decision actually being made. No software is purchased. The potential buyer simply moves on. When this happens, so much time is wasted from all of the groups involved with the process, which could include sales, product management, sales engineering, customer success, finance... and the list goes on and on. But why does this happen? And what can we do about it?
We break down insights shared by product positioning expert, April Dunford, (Author of Obviously Awesome and Sales Pitch) from her talk at the 2024 edition of the New York Product Conference.