The price of a B2B solution is an extremely important factor for today’s buyers. The results of Forrester’s Buyers’ Journey Survey, 2023, indicates that in a tight economy, price is one of the top reasons for selecting a winning vendor, nearly as important as technical expertise. Buyers are overwhelmingly price sensitive as they navigate inflation, higher interest rates, and the lingering effects of the COVID-19 pandemic. This report details the importance of price as well as other factors in the purchase process, the need for pricing transparency, and the negative impact that price and other financial issues can have on deals.