Michael Morrison

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As a strategic partner in the development of business strategy, branding, new products, client loyalty, and improved customer experience, Michael works at the enterprise and business unit level to build authentic, compelling brands and drive revenue growth. As a former company president with a history of P&L ownership, he brings a holistic approach to collaborating with sales, legal and compliance, and key stakeholders to deliver solutions that meet the needs of a diverse clientele and their unique audiences. In addition, Michael’s inside-out branding work has been recognized for its impact on employee engagement and operating performance.
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Recent Posts

Your Buyers Have Already Shortlisted You—Or They Haven't

Your Buyers Have Already Shortlisted You—Or They Haven't

Wed, Sep 2, 2026 | Posted by Sabrina Donley

 

Executive Takeaways

  • 95% of B2B buyers purchase from the vendors on their initial shortlist, formed before any formal buying process begins.
  • That shortlist is increasingly built inside AI platforms your analytics can't see.
  • AI referral traffic is roughly 1% of total website traffic, yet 15% or more of conversions appear to originate from AI-influenced research, a gap standard attribution misses entirely.
  • If you're not on the Day One list, spend alone won't fix it.

Part 3 of our four-part series on the evolving AI search landscape and what B2B leaders need to know to stay competitive.

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