Marisa Kopec of SiriusDecisions produced a report in 2015 where she analyzed inputs from over 1300 B2B buying executives across North America and Europe. The study shows that there are three distinct buyer journeys and they call it committee, consensus and independent. $B companies making purchases that are upwards of 100K up to a million will engage in this process that could stretch over 6 months and 18 touch points. I would like to believe it is likely to be a lot more.
Consensus is for the next level of companies typically taking 1- 2 quarters to close. 14 interactions split between both human to human and non-human scenarios.
And Independent is about a bunch of colleagues who will take a decision in a few weeks time. In this case 12 interactions split equally.
How does this map onto your selling experiences?
Where I learnt this #325
There Is More Than One B-to-B-Buyer’s Journey