Our research with technology buyers and providers, points to an evolving B2B purchase model that is customer-driven. B2B technology buyers increasingly want to control when, where and how they consume information that provides insight about potential business solutions and technology providers.

Technology and Service Providers must follow through the buying cycle AND the owning cycle to ensure the value intended, is received. 

Other elements to keep in mind:

  • There is no set time for any part of the cycle - it can be extremely long or very short, with each phase running in their own time 
  • When there is a preference for a trusted supplier, there may be less scrutiny and evaluation of alternatives 
  • Higher-cost or higher-risk projects typically require more analysis and also involve longer owning cycles B2B Customer Lifecycle 

For more insights on improving processes to grow market share and revenue rapidly, join us at Gartner Tech Growth & Innovation Conference, 18 - 19 May 2020 in London, UK. View the agenda now.