Modern B2B Buying in 2026: Win the 80% Before the Demo
Ryan Milligan & Oliver Clingain
Tech Ascent - Episode 81
In this episode of Tech Ascent, host Oliver Clingain sits down with Ryan Milligan, VP of Sales, Marketing & RevOps at QuotaPath. Ryan breaks down how modern buyers actually make decisions in 2025–2026, why 80% of the evaluation happens before the first demo, and how QuotaPath rebuilt its GTM motion around speed-to-value, transparent pricing, and real trust in a low-trust market.
We dig into GEO (GPT Engine Optimization), in-person GTM, customer psychographics, and why comp plans should change behavior, not just calculate commissions.
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