In this edition of FastForward, Martyn Lewis talks with us about one of the biggest challenges that businesses face today: understanding the  buying behavior of their customers. In an online, always-on, personalized digital marketplace, why are businesses struggling more than ever to understand what drives their customers’ purchasing decisions? Is it possible that we have been looking at this thing all wrong?  We discuss: - The five ways customers are buying differently today. - The impact that the internet has had on the customer experience, and how this will continue to evolve in the coming years. -The biggest mistake most businesses are making today when it comes to understanding what drives their customers’ buying decisions. - Managing the end-to-end customer buying journey. About Our Guest: Martyn R. Lewis is an acclaimed business professional with a vast background in all aspects of revenue generation. He consults globally and his work been used across 44 countries, in 17 languages, and has impacted over 85,000 sales professionals. Martyn is an advisor to a number of executives in the high tech industry and is active on several advisory boards and Boards of Directors, and has served as the Committee Chair for the Sales Enablement Community of Practice Advisory Board for the American Society for Training and Development, ASTD. He has a new book out, drawing on years of working with consulting clients and their customers, with the title How Customers Buy and Why They Don’t. Available on Amazon  -- makes a great gift! Music: www.bensound.com Videos and Images from Pixabay.com and other sources. FF 008-806