Summary
B2B organizations and go-to-market teams haven’t kept up with today’s buyers who, while they continue to gain power, remain frustrated with providers. Business buyers are now increasingly composed of Millennials and members of Gen Z, rely more on generative AI (genAI) and AI agents for their research, and turn to third parties to inform their decisions. Providers who have made the shift to buying groups are seeing tangible results and now have the opportunity to embrace broader buying networks to reframe value for buyers and themselves. This report introduces buying networks as the new reality for how buyers buy and how providers can help them buy better.
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