karen greenBusiness Coach and Keynote Speaker, Buyerology Ltd · Retail, Food and FMCG Expert, Trusted Board Advisor, Business Coach and Keynote Speaker | Master in World Food Student

The Buyer Perspective Most FMCG CEOs Still Miss

5 Jan 2026 · 1 min

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In this panel‑style interview, Karen Green—an established retail and FMCG growth specialist—joins two hosts to explore why many FMCG CEOs overlook the true buyer perspective. The conversation opens with a critique of “ego‑metrics” in marketing, emphasizing that without a clear path to purchase, marketing effort is wasted. The hosts probe how brands should position their messaging to attract the right customers, and Green highlights the common blind spot: sales teams often fail to understand what the buyer truly wants from the business. The discussion then shifts to identifying the biggest current challenges for challenger and challenger‑to‑leader brands, setting the stage for deeper insights into buyer‑centric strategy, commercial insight, and market entry tactics.

Is it egometrics we're after or is it sales? You can do a lot of marketing, but if you don't give somebody something to buy, then they know you.
How do you position your marketing, your messaging, your brand so that the right people are attracted to you?
I haven't done any marketing for 9 months, but I wasn't doing any—
Karen Green is a retail and FMCG growth expert with decades of experience helping food brands win with major UK retailers. She now advises challenger brands and international businesses on buyer strategy, commercial insight, and market entry, and is the award-shortlisted author of Buyerology and Recipe for Success.
The bit that people miss in sales is what does that person actually want from the business that they're in?
Where would you say your biggest challenge is right now?
To be honest, at the moment, the biggest challenge is