HomeResearch Articles Identifying and Overcoming Buying Group Blindness

Identifying and Overcoming Buying Group Blindness

  • The buyer in most b-to-b purchases is a team of individuals within a prospect organization who work together to research and acquire a solution that solves a business problem
  • For most b-to-b organizations, the individual – not the buying group – is still the unit of record for demand management processes, causing poor performance and misalignment
  • Organizations that re-engineer demand management processes to account for buying groups can create a competitive advantage
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