Forrester: to master b2b buying mayhem, providers must prioritize buyers' needs

Cambridge, mass.--(business wire)--according to forrester's (nasdaq: forr) the state of business buying, 2024 report, tight budgets, ai's influence in buying and selling, negative buying experiences, and long purchase cycles are further complicating the b2b buying process and frustrating buyers and sellers alike. currently, 86% of b2b purchases stall during the buying process and 81% of buyers express dissatisfaction with their chosen providers. while buyers rely heavily on self-service and aut.
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