Summary
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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