Untangling the messy middle

With CMOs obsessed about achieving productivity gains to enhance performance and conversion, getting a grip of your messy middle is vital.

For decades, marketers have been trying to optimize prospective customers’ ‘path to purchase’. And they’ve been using all manner of tools and frameworks to understand and influence buyer behavior.

Recently, however, Google has stepped in and attempted to reflect the modern reality of that behavior with its framework: the ‘messy middle’. But Google’s characterization of people’s purchase behavior as ‘messy’ is actually just a reflection of the inherent humanity of marketing.

So how do you better guide gloriously ‘messy’ people towards your products and services and most effectively close the gap between a trigger and the point of purchase.

Read our short practical report, ‘Untangling The Messy Middle’ in which we explore:

• The specific behavioral changes that are defining the messy middle in 2025
• The business case for further tightening your conversion journey
• The five core steps needed to untangle your messy middle
• Best practice: who’s getting it right?

Here’s our view on the messy middle and how to untangle it.

Download report