Forrester: generational shifts are disrupting traditional business buying behaviors and necessitate reevaluating go-to-market strategies

Cambridge, mass.--(business wire)--according to forrester's (nasdaq: forr) younger buyers have changed the business buying landscape report , millennials and gen z constitute 64% of business buyers, with millennials making up more than half of all business buyers. these younger buyers are more demanding, engaging in more buying activities, and more willing to express their dissatisfaction with the buying process.
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