Vision Report

Buyer Value: The Missing Link In Driving B2B Performance

Introducing Forrester’s Four Dimensions Of Value For Buyers

December 22nd, 2021
With contributors:
Martin Gill , Cristina De Martini , Beth Caplow , Tyler Orleans , Zaklina Ber , Rachel Birrell


To achieve sustained growth, B2B organizations must ensure that buyers perceive value throughout each buying journey. B2B vendors create buyer value when they help buyers progress in their buying journeys. But vendor efforts to create value are haphazard and insufficient: B2B organizations prioritize the mechanics of revenue generation over creating buyer value — while narrowly viewing buyer value in financial terms or as something resulting only from product and service use. This report introduces Forrester’s four dimensions of buyer value to help B2B organizations systematically create more value for buyers during the buying journey.

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