Everyone says their target audience is the CEO — but that’s rarely how buying decisions actually happen.

In this episode, we explore who really drives B2B choices inside companies, why executive-focused campaigns often burn budget, and when targeting the top actually makes sense. We talk about internal champions, real decision dynamics, and the quiet role of teams that shape outcomes long before a CEO gets involved.

Tune in if you’ve ever wondered why “perfectly targeted” campaigns still miss the mark.