- Complex product and service offerings
- National and international
- Direct and distributor
- Indirect: account managers, service technicians, etc.
- Multichannel and multistep distribution
- Multiple paths of distribution
- Intricate and lengthy decision-making process
- Layers of gatekeepers, influencers and decision-makers
- Triggered by a disruptive event
- Seeking new pathways to long-term growth
- Recognize the need to change current marketing strategies and processes