Time and time again, clients express their frustration that no matter how good the solution capabilities or service offerings look, too often service providers fail to contextualize the benefits to the needs of the organization, and to the specific needs of individual roles within those organizations. This session will use learnings from ISG’s Buyer Behavior research to look at the decision-making journey in the eyes of the client, how to navigate complex customer journeys with the right approach and messaging that maps to decision points and personas rather than solutions and capabilities.