Public sector organizations can be attractive customers because they control large budgets; award multiyear contracts; and have stable, taxpayer-funded revenue. But providers must navigate intense competition, high barriers to entry, complex procurement requirements, and strict regulatory and compliance constraints, all influenced by political and economic cycles. In this report, we analyze data from Forrester’s Buyers’ Journey Survey, 2025 to reveal how government buyers make decisions and what sources they turn to for information.