itbirbal.com

many research reports, such as google millward brown study and ceb research, indicate that the it buyers are in the driver’s seat during the procurement process – empowered & armed with information, and so clear about their needs that they don’t bother to engage with suppliers until late in the process, when their purchase decision is all but complete. a statistic that’s been widely quoted and even more widely misunderstood – the idea that the typical modern b2b buying decision process is “57% complete” before the customer even talks to the supplier. our discussions with multiple decision makers & influencers indicate that they may be better informed than ever, but they’re acutely uncertain and stressed. with a wealth of data on any service provider, the number of stakeholders involved in the purchase, and an ever-expanding array of options, decision makers pushed into unproductive, open-ended learning loops by the deluge of information and decisions get delayed or even halt altogether