Summary
GenAI-powered offerings have reshaped the B2B buying process. Forrester’s Buyers’ Journey Survey, 2025 reveals that 83% of purchases now include genAI features, doubling the size of buying groups and the average purchase price and extending decision timelines by 30%. Additionally, business decision-makers (BDMs) and technology decision-makers (TDMs) bring a new set of aspirational business outcomes and distinct preferences to the buying process. One in a series, this report expands on these findings, highlights key behavioral shifts, and offers actionable guidance to help sales and marketing leaders succeed in the genAI era.
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