Data Overview Report

The CRM Buyer’s Journey: Business Applications

December 19th, 2023
With contributors:
Linda Ivy-Rosser , Hannah Murphy , Ellen Lind

CRM buyers in the market for business applications often ask us how other buyers approach the purchase process. Forrester’s Buyers’ Journey Survey, 2023 reveals insights about the key purchase triggers, sources of influence, and purchasing channels of CRM purchase influencers buying business applications. This report helps technology purchasers understand what their peers are doing and how common practices leading to a purchase decision aren’t always the best practices.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.