Best Practice Report

A Forrester Glossary: Defining B2B Buyers, Customers, And Account Types And Attributes

March 4th, 2021
Julian Archer, null
Julian Archer
With contributor:
Cristina De Martini

Summary

Differentiation between customers and noncustomers and their attributes is an important factor in determining sales and marketing engagement. Precise terminology is vital to differentiate organizations and entities such as the individuals charged with making buying decisions, potential customers, and actual customers. The usage of a common taxonomy also reduces confusion and thereby allows sales and marketing teams to spend more time on winning, serving, retaining, and growing customers.

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