COMING EARLY-SUMMER 2026
THE HIDDEN BUYER JOURNEY BY R. SCOTT GILLUMFor 150 years, B2B sales and marketing have optimized the selling process – but overlooked the one thing that actually drives a buying decision: the human being making it.
WHAT IS IT ABOUT?
THE PREMISE
The Hidden Buyer Journey exposes the invisible moments that shape modern B2B purchase decisions. It challenges the industry’s default assumptions about how buying works and reframes the journey around what is actually happening behind the scenes — inside buying groups, internal conversations, and unspoken motivations that rarely make it into the CRM.
THE RESEARCH FOUNDATION
A BOOK GROUNDED IN RESEARCH
This book is built on more than instinct or industry opinion. The Hidden Buyer Journey is grounded in original research into how B2B buyers actually think, decide, and build consensus behind the scenes.
YEARS OF ORIGINAL RESEARCH
INDUSTRIES STUDIED
%
OF LATE-STAGE BUYERS NOT CAPTURED IN CRM
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WHAT'S INSIDE?
WHAT YOU’LL LEARN
Inside the book, readers will learn how to identify the hidden forces shaping modern B2B decisions — and how to respond with greater precision.
You’ll discover how to:
Identify unseen stakeholders influencing deals
Map influence inside buying committees
Recognize the early-stage signals buyers leave behind
Build trust before formal engagement begins
Align sales and marketing around buyer behavior, not internal process
Importance of corporate culture and how it impacts decision making
WHAT LEADERS ARE SAYING
“Most salespeople are chasing a buyer journey they can see…” This sentence captured the reality of our GTM strategies. We fail to recognize that we aren’t seeing or understanding what’s really going on with buyers. But when we take the time to do this, the relationships change, trust builds, and we focus on that most important to the customer. Scott’s book both opens your eyes, and provides a clear guide on how to put these ideas in place.“
“Scott Gillum has cracked open the black box of B2B buying behavior in a way that’s both practical and immediately actionable. The frameworks in this book — particularly around corporate culture profiling and late-stage buyer visibility — are tools I’ve applied directly in building demand gen programs. This isn’t theory. It’s a playbook.”
MEET THE AUTHOR
BUYER BEHAVIORIST, STRATEGIST, AND AUTHOR
R. SCOTT GILLUM
R. Scott Gillum is a buyer behaviorist and founder of Carbon Design. Prior to Carbon, he served as a B2B agency president and managing partner in a management consulting firm focused on go-to-market strategy.
Scott currently writes for MarTech and is a founding Fellow at the School of Professional Sales at the University of Texas Dallas. He has advised leadership teams across industries on enterprise sales strategy, buyer alignment, revenue growth optimization, and organizational transformation.
His work is rooted in one central belief: understanding how buyers truly buy is the foundation of sustainable growth.
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