Leverage Trust To Overcome Defensive Decision-Making

September 9th, 2022

Ian Bruce VP, Principal Analyst

Mike Pregler VP, Research Director

With contributors:

Lori Wizdo , Shannon Colford , Kate Pierpont

Summary

B2B buyers believe most risks associated with a purchase decision fall to them personally, while most rewards accrue to the business they represent. The resulting risk-reward gap fuels defensive decision-making, where buyers routinely select the safest solution for them rather than the best solution for the business. This report shows how marketing, sales, and product teams can devise strategies that build trust with both individual buyers and buying groups, and that focus on the human-scale decision-making process.

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