Younger Generations Are Shaking Up B2B Buying — Are You Prepared? According to Forrester, younger and older B2B buyers have different decision-making processes and sources of value. April 8, 2024
The ‘Circles of Doom’: Quantifying the Misalignment of B2B Marketing and Sales In B2B markets, marketing and sales efforts are often misaligned, leading to losses in revenue and greater customer churn. October 8, 2023
Impact of Buying Groups on Buyer-Supplier Relationships: Group-Dyad Interactions in Business-to-Business Markets (Kumar et al. 2023) With the rise of group purchasing organizations, determining the optimal relationship between buyers and sellers has become an even greater challenge. February 19, 2023