Andrew Morton: Challenging the Buyer Journey Status Quo

Champions aren’t who they used to be.

Andrew Morton breaks down how the role of a "champion" in the sales process has shifted (and why your team might need to rethink what that actually means).

He gets into the real talk around:

• What a CRO is actually responsible for now
• Why modern buying committees are so complex (and how to map them)
• How to spot, support, and activate your true internal champions

The convo digs into what makes or breaks buy-in, the weight of social proof, and why trust is your brand’s strongest currency right now.

Also: AI in content creation, measuring brand momentum through search volume, and why ignoring branded search terms might be costing you more than you think.

Connect with Andrew on LinkedIn: https://www.linkedin.com/in/ammorton/
Understand how User Voice drives customer satisfaction through the roof.

Tea Time with Tech Marketing Leaders is brought to you by MKG Marketing Inc. Our tailored digital marketing strategies for B2B SaaS organizations are transparent and measured - making every impression count. Work with us: https://mkgmarketinginc.com/

• (00:00) - Redefining Champions in the Customer Journey
• (02:48) - The Role of the Chief Revenue Officer
• (05:58) - Understanding the Modern Customer Journey
• (09:13) - Navigating the Buying Committee
• (12:13) - The Importance of Champions
• (15:03) - Activating Champions for Growth
• (18:01) - The Complexity of the Buyer’s Journey
• (20:48) - Channels and Strategies for Engagement
• (24:09) - Building Brand Awareness and Authority
• (33:22) - The Importance of Buy-In and Social Proof
• (37:45) - Leveraging AI in Content Creation
• (41:12) - The Shift Back to Brand Awareness
• (46:50) - Building Trust and Authenticity in Marketing
• (51:54) - The Role of Brand in Search and Lead Generation