Research, ideas, and real-world conversations on B2B buying groups and growth.
The BGI Playbook article series, The Flow State Podcast, and practitioner perspectives on realigning B2B go-to-market around how buying groups actually make decisions.
The Buyer Group Intelligence Playbook
An 8-part article series on why Buyer Group Intelligence is the missing foundation of modern B2B go-to-market strategy – and how to act on it. Each article has a companion podcast episode.
- 1. The B2B Buyer Journey Paradox: Why Buying Groups Hold the Key to Deals You Should Be Winning
- 2. The Buying Committee: Who Is Actually Involved in Your Deal
- 3. Why Your Best Account Relationships Are Built on Sand
- 4. 83% of Your Buyer's Journey Happens Without You – So What Are They Deciding?
- 5. The Consensus Problem: Why Deals Die in Rooms You're Not Invited To
- 6. From Personas to People: What Buyer Group Intelligence Actually Looks Like
- 7. How to Prove Marketing's Impact When MQLs Don't Tell the Whole Story
- 8. The 90-Day BGI Sprint: How to Shift Your GTM Without Ripping It Up
Latest
Where's the Chief Dissent Officer in your team? The value and power of challenging conversation with Ashton Tuckerman
Your brand isn't what you say it is. It's what people say about you when you're not in the room. Season 4 opens with Ashton Tuckerman, General Manager at TwentyTwo Digital, unpacking her takeaways from Content Summit Australia 2026. We get into Eugene Healey's case for treating your brand like a tee
Listen to episode →
The Buying Committee: Who Is Actually Involved in Your Deal
Forrester's 2026 research maps 13 internal stakeholders and 9 external participants in a typical B2B deal. This article breaks down who they are, what each role needs, and why most go-to-market only engages a fraction of the committee.
Read article →
The B2B Buyer Journey Paradox: Why Buying Groups Hold the Key to Deals You Should Be Winning
Modern B2B buying is non-linear, multi-threaded, and consensus-driven, but most go-to-market still treats it like a lead funnel. This article explains the paradox and what changes when you organise around buying groups.
Read article →
Complex sales deep dive! Government sales strategy and what we can learn from it in B2B (Part 2)
Jen joins Stu to conclude their discussion on the similarities between B2B and B2G - digging into the the complexities of the buyer groups, the way to create a solid foundation for your approach and how to manage your effort effectively against the yearly cycle.
Listen to episode →
The B2B sales solution you need in your life right now
Today Stu is selling himself (not like that guys, come on now...) Stu walks through he Hub™, Flow State's intelligence platform. It was built to solve our own pain points, and now we would love to know how it can help to solve yours. Learn more: https:/findtheflowstate.com
Listen to episode →
Complex sales deep dive! The challenges of selling to Government and the parallels with private industry (Part 1)
Jennifer Arnold joins Stu to discuss the unique challenges we face selling to Government; the complexity in buying groups, the influences on decision making and of course the value proposition. You might be surprised at the similarities with B2B buying and selling...
Listen to episode →
How Black Friday could be killing your B2B deals
Once a great way to snap a consumer electronics bargain, now yet another sale in a seemingly endless cycle of sales in the retail year. So how is Black Friday killing your B2B sales potential? Listen in to find out.
Listen to episode →
Sales challenges (and opportunities?) at the close of 2025
Flipping the script today to focus on Sales! Interesting insight from real world conversations, reflections on a pretty tough year, and what we need to do to keep the numbers going up in 2026. #findtheflowstate
Listen to episode →
The pressures on APAC marketing budgets in B2B coming in 2026 - spooky halloween edition
The scariest time of the year - no, not halloween - budgets! As usual marketing faces pressure on many fronts when it comes to budgeting. As we approach the end of the year, Stu walks through some of the key influences on the top and bottom line, and how you as a B2B marketer should be addressing th
Listen to episode →
SXSW Sydney 2025 highlights, what the hell happened to this year & what's coming in 2026
Ashton joins Stu to talk about her highlights and takeaways from SXSW Sydney, the dangers of chasing trends and why AI being everywhere is just not quite as exciting as it sounded at the beginning of the year. #findtheflowstate
Listen to episode →
The Flow State Podcast
Conversations with marketing and sales leaders on how B2B buying has changed and what to do about it. Hosted by Stuart P. Turner. Solo commentary, co-hosted discussions, and practitioner interviews.