Understanding Buyer Decision Strategies
by Arle Lommel, Hélène Pielmeier
January 16, 2017
January 16, 2017

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When you consider expanding your sales and marketing efforts, you may find yourself hampered by a lack of knowledge about how to find profitable opportunities. If you go after particular profiles simply because they are visible, you may miss opportunities that are better for your company. If you have already zeroed in on the best opportunities, then converting them to paying customers is essential.

In this brief, we focus on characteristics that will help you fine-tune your marketing efforts and outreach activities to match client and prospect needs more effectively. We examine: 1) how contract size relates to decision processes; and 2) trends toward decision-making strategies by industry. We recommend how to use these results. When combined with our research on market segmentation, these findings will help you create or fine-tune pitches that will succeed with your target segments and personas. Because they represent the best and most direct sales opportunity, we focus our attention on the authority profiles that have the most discretion in the purchasing process.

  • Industry Providers
  • Technology Vendors

Pages: 6

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