Trends Report

The Rise Of Self-Service Buying

The Stealthy Disruptor B2B Teams Can No Longer Ignore

May 24th, 2024
With contributors:
Jenna Santos , Mike Pregler , Mallory Icenhower , Justin Ferguson , Kate Pierpont


Business buyers value the ability to complete purchasing tasks on their own. For purchases of all sizes and complexities, buying group members now use digital tools throughout the buying journey and postsale experience. Surprisingly, B2B teams haven’t kept pace with these preferences and practices — leading to thinner pipelines, longer sales cycles, and greater customer frustration. This report describes self-service B2B purchasing and its disruptive implications for go-to-market leaders.

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