Research from Grist indicates that customers can see the benefits of working with external advisors to sort out their problems.
The firm found in its The value of B2B survey that C-suite executives were increasingly preferring to talk to external advisers rather than get advice from their peers.
This is unusual as previous surveys have had industry peers in the top three sources for executives looking for advice, but this time around it has dropped, with only a third of respondents seeking out those opinions, to be replaced by independent industry experts.
There were also signs that customers were open to getting ideas via video and online events, as well as traditional content.
