New Report: Why There’s Actually No Such Thing as a ‘Buyer’s Journey’ for B2B Tech

May 22, 2014 - Less than a minute read

A new report from Text 100 illustrates that B2B tech decision-makers and their sources of influence are becoming increasingly complex. According to the agency:

Based on interviews with 1,900 IT decision makers worldwide, the research found on average six people are involved in the technology purchasing decision-making process. Although 55 per cent of companies have the Head of IT involved in making the final decision, 42 per cent require CEO/Managing Director sign-off, while 22 per cent require final approval from Board of Directors.

Which means the “buyer’s journey” is a misnomer. It’s actually a “buyers’ journey” where multiple players must all coalesce around a single solution.

Download the full report.

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