Gartner Research

Business Buyer Insights Primer for 2023

Understand business buyer drivers, needs and behaviors.

Expert: Derry Finkeldey

Two-thirds of people involved in technology buying decisions are not in IT. To build effective product and go-to-market strategies, it is critical for tech provider product leaders to understand their buyers sitting in core business functions. 

Gartner business buyer insights research will provide a deeper view into the tech buying behavior of leaders and their teams in six functions in the enterprise:

  1. Customer service and support
  2. Finance
  3. Human resources (HR)
  4. Marketing
  5. Sales
  6. Supply chain management

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Discover how business buyers make tech buying decisions.

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