Easy As ABM: Unpacking The Complexity Of B2B Buying | Forbes
When did the enterprise buying cycle become so complex? Long gone are the days of taking the CFO out for dinner and the deal is done.
by Alisha Lyndon
December 4, 2019
When did the enterprise buying cycle become so complex? Long gone are the days of taking the CFO out for dinner and the deal is done. In place of individual sign-offs and a linear process of solving challenge A with solution B, we’re seeing businesses having to justify decision making at every stage of their process and build consensus with key stakeholders along the way.
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