John O' Gorman

When Big Companies Buy: The Sophistication of Buying Revealed

When Big Companies Buy: The Sophistication of Buying Revealed

Organisations are increasingly organized, structured and careful in terms of how they buy. As salespeople we know this to be true. Yet, it is easy to underestimate just how sophisticated many buyers have become. Let us take the example of the buying process for major IT purchases in a large telco (as shown in the […]

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The latest research on how buyers buy
Who makes the buying decision