The Science of B2B
Exclusive B2B insights and analysis from thought leader and analyst Kerry Cunningham.
A Practical Guide to Driving BDR Support
This one pager comes from this year’s BDR research, In a Brave New AI World, BDR Performance Still Comes Down to the Fundamentals. For the fifth consecutive year, how supported BDRs feel is the strongest predictor of their performance — BDRs who agree or strongly agree that they feel supported achieve an average of 100% quota […]
AI-Driven Go-to-Market: How B2B Go-to-Market Teams Find, Prioritize, and Engage Buyers
Introduction When we last surveyed B2B marketing and go-to-market teams on how they identify buyers, the picture was striking in its contradictions. Most marketers had accepted that B2B purchases are made by groups, averaging nearly 10 individuals. Far fewer had fully reckoned with how those groups reach a decision. In a typical buying journey lasting over […]
Statistically Speaking Ep 13: Who Needs Numbers? — How Chi-Square Tests Uncover Patterns in Category Data
About the Episode: Your buyers fall into different segments — industries, company sizes, regions — and you have a hunch that some of them behave differently from others. But how do you know if those differences are real and worth acting on, or just noise in your data? In this episode, hosts Kerry Cunningham and […]
Statistically Speaking Ep 14: When A/B Testing Becomes A/B/C — How ANOVA Compares Three or More Groups
About the Episode: In earlier episodes, hosts Kerry Cunningham and Sara Boostani introduced the statistical test behind A/B testing: the t-test. But what happens when you have a third option, or more? In this episode, they introduce ANOVA — the tool for determining whether reliable differences exist across three or more groups. If option C […]
Statistically Speaking Ep12: Above or Below the Benchmark? — Comparing Your Data to a Standard with One Sample t-Tests
About the Episode: Are we above or below the average? It’s a common question in business — and one the one sample t-test can answer. In this episode, Kerry Cunningham and Sara Boostani introduce the one sample t-test, the tool for comparing a single group against a known standard, historical benchmark, or industry average. Topics […]
Statistically Speaking E11: How to Measure Change in Paired Data with Paired Samples t-Tests
About the Episode In this episode of Statistically Speaking, Kerry Cunningham and Sara Boostani introduce the paired samples t-test — a close relative of the independent samples t-test covered in the last episode, but designed for a different question. Rather than comparing two separate groups, the paired samples t-test measures change in the same group […]
Statistically Speaking E10: The Stats Behind A/B Testing — Independent Samples t-Tests
About the Episode In this episode of Statistically Speaking, hosts Kerry Cunningham and Sara Boostani introduce the independent samples t-test. You may have run an A/B test and gone with the higher number — but how do you know that option would consistently outperform the other? The independent samples t-test is what gives you that […]
Statistically Speaking E9: What Kind of Data Do You Actually Need? — Quantitative, Qualitative, and Measurement Scales Explained
About the Episode: In this episode of Statistically Speaking, Kerry Cunningham and Sara Boostani get into the mechanics of how data is structured — and why it matters more than most people realize. The type of data you collect and the measurement scale you use determines what statistical tests you can run and what insights […]
Statistically Speaking E8: Cause or Effect? — Understanding Independent and Dependent Variables
About the Episode: In this episode of Statistically Speaking, Kerry Cunningham and Sara Boostani introduce one of the foundational building blocks of statistical analysis: independent and dependent variables. Understanding which variable is which isn’t just a technical formality — it determines what questions you can ask, which statistical tests you can run, and how you […]
Statistically Speaking E7: How to Spot a Good Sample — What Every B2B Researcher and Research Reader Needs to Know
About the Episode: In this episode of Statistically Speaking, Kerry Cunningham and Sara Boostani shift focus from hypothesis testing to the practical question of how to pull a good sample in the first place. Because even the most rigorous statistical testing is only as sound as the sample behind it. Kerry and Sara walk through […]
Statistically Speaking E6: How Much Should You Trust That Number? — Confidence Intervals and Margin of Error Explained
About the Episode: If you sample a population today and again tomorrow, you’ll likely get two different averages. Rather than focusing on a precise number, we should think about it as a range. In this episode, Kerry Cunningham and Sara Boostani introduce confidence intervals and margin of error: what they are, what drives them, and […]
Statistically Speaking E5: Is Your Finding Real, and Does It Matter? — Why We Call Statistical Significance “Reliability”
About this Episode: In this episode of Statistically Speaking, Kerry Cunningham and Sara Boostani tackle one of the most commonly misunderstood terms in statistics: “statistical significance.” The word ‘significant’ carries a very different meaning in statistics than it does in everyday conversation. Kerry and Sara explain what the term actually means, why they use “reliability” […]