HomeResearch Articles Capturing Buying Group Dynamics in the Buying Decision Process

Capturing Buying Group Dynamics in the Buying Decision Process

  • B-to-b purchase decisions are rarely made by one person – multiple individuals are involved in a variety of buying scenarios that can exist within an organization
  • Key personas in a buying group have different buyer roles and may participate at different stages of the buying decision process
  • Understanding the buying group journey is crucial for creating marketing and sales strategies that work
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