Summary
Forrester’s Business Trust Survey, 2023, shows that B2B purchases take longer in Europe, particularly in Germany and the UK. Why? We attribute this to more consensual decision-making in these countries; the intricate nature of buying groups, the comprehensive information required for sound decision-making, and inefficiencies in existing procedures also contribute. Vendors must identify and implement strategies that assist buyers in their decision-making journey, such as pinpointing the precise marketing and sales support needed at each stage of the buying cycle, determining the most pertinent information for each party, and enhancing trust among buyers.
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