Summary
Forrester’s analysis of buying behaviors across four buyer persona cohorts reveals distinct business priorities, provider selection drivers, and engagement preferences. C-suite decision-makers, line-of-business (LOB) leaders, IT professionals, and procurement professionals each focus on different aspects of the offering and the provider as they move through the buying process. One in a series, this report provides insights into the habits of four business buyer personas and offers guidance to help providers better respond to their needs.
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