{"id":186,"slug":"gartner-buying-journey-bowl-of-spaghetti","title":"Gartner: real B2B buying journey looks \"like a big bowl of spaghetti\" (pull quote)","kind":"reference","scope":"business","status":"current","audiences":["kevin","claude-code","smb-owner","candid-team"],"topics":["b2b-buying"],"reference_body":"**Quote (Gartner, reproduced in Foleon's summary):**\n\n> \"If we were to map out a real B2B buying journey, it would look a lot less like a step-by-step linear process and a lot more like a big bowl of spaghetti.\"\n\n**Source:** <https://www.foleon.com/blog/b2b-buyer-process> reproducing Gartner's framing.\n\n**Confidence:** Verified (widely sourced; primary Gartner research).\n\n**Why this pull quote earns its place:** It collapses the case for non-linear IA into one image. Use as the framing line when arguing against funnel-shaped websites in client conversations. See [[gartner-six-buying-jobs-non-linear]] for the underlying six-jobs structure.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"gartner-six-buying-jobs-non-linear","title":"Gartner: B2B buyers complete \"six buying jobs\" in non-linear \"looping\" order","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-ia-multi-vertical-service-business","title":"Research brief: Information architecture for service businesses with multiple verticals (piece 6 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T19:40:49.053Z","updated_at":"2026-05-22T19:40:49.053Z"}