Why decision-making is more complex than ever
Raconteur | B Corp?
Stories that connect modern business. Certified B Corporation. PPA Business Media Brand of the Year 2022.
Decision-making complexity has snowballed in recent years. We used to talk about buying centres: a small, dedicated team of senior people who would review potential purchases and make a choice. Today, that term no longer captures the levels of collaboration involved in buying in B2B organisations. Deciding what?technology?and services to purchase now involves a web of stakeholders across multiple roles and functions.
New research by Raconteur | B Corp? shows that the average number of stakeholders contributing to a purchase decision is 11.4. That’s up significantly from 2016, when CEB research found an average of 6.8 people were involved, itself an increase from 5.4 in?2014.?
With more people involved in buying decisions, has B2B buying ever been as complex? Read our research to find out.
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