Data Overview Report

The Buyer’s Journey: Business Applications

Digital Channels Made Up More Than One-Quarter Of Recent Business Applications Purchases

March 27th, 2023
Liz Herbert, VP, Principal Analyst
Liz Herbert VP, Principal Analyst
With contributors:
Linda Ivy-Rosser , Jenna Santos , Hannah Murphy

Buyers in the market for business applications often ask us how other buyers approach the purchase process. Forrester’s Buyers’ Journey Survey, 2022, reveals insights about the key triggers, sources of influence, and purchasing channels. The top drivers of recent business applications purchases? Efficiency and effectiveness. Industry expertise and existing vendor relationships lead buyers to prioritize a specific vendor when negotiating a purchase. Buyers still rely heavily on humans for both initial purchases and renewals. Technology purchasers: Use this report to learn what your peers are doing and how common practices leading to a purchase decision aren’t always the best practices.

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