Forrester's b2b marketing & sales predictions 2025: more than half of large b2b purchases will be processed through digital self-serve channels

Cambridge, mass.--(business wire)--according to forrester's (nasdaq: forr) 2025 b2b marketing and sales predictions, as millennials and gen z buyers drive purchasing decisions, more than half of large b2b transactions (us$1 million or greater) will be processed through digital self-serve channels, including the vendor's website or marketplace. as a result, providers will need to shift their focus from spending time on processing transactions to delivering impactful interactions that create a po.
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