The Status Quo
Statistically, most B2B buyers are not convinced that the products offered by comparable suppliers significantly differ.*
![McAdams Group vakue chart](https://assets-global.website-files.com/585067f4dcf36db74af28ce9/6147b5d79f56d152fbdd1111_value%20chart%20blue%20gold%20white_final.png)
* https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-whitepaper-full.pdf