Forrester: Your Buyer Is A Group, Not A Person. What Are You Doing About It?

Today, identifying and bringing buying groups together are critical steps to moving forward any opportunity. Yet very few B2B organizations have evolved their selling strategies to adapt to the new, many faces of the buying team. Kerry Cunningham of Forrester explores how we got to a buying group-led purchasing process (hint: it’s not as new as you might think) and explains why your demand management processes need to become buying group aware.

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