Gartner: real B2B buying journey looks "like a big bowl of spaghetti" (pull quote)

Quote (Gartner, reproduced in Foleon's summary):

"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."

Source: https://www.foleon.com/blog/b2b-buyer-process reproducing Gartner's framing.

Confidence: Verified (widely sourced; primary Gartner research).

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: B2B buyers complete "six buying jobs" in non-linear "looping" order for the underlying six-jobs structure.