The way people buy has changed, and the best sales teams are changing with them.

Based on insights from our recent global B2B buying study, this new research report explores how buying behavior is evolving, what influences purchasing decisions, and where sales professionals have the biggest opportunities to improve results.

Conducted to better understand how buyers experience complex B2B purchasing decisions, this quantitative study is based on self-reported data from respondents reflecting on recent B2B purchases in which they were involved.

It covers a wide range of purchasing situations, from traditional product purchases to highly complex buying decisions involving multiple stakeholders, functions, perceived risks, and implementation consequences.

Together with industry expert and futurist Henrik Larsson Broman, we have analysed hundreds of complex B2B buying deals, combining buyer perspectives with insights from our broader research to uncover what drives successful purchasing decisions. The report also draws on previous research conducted by Mercuri International Research and Henrik Larsson Broman to provide additional context and perspective.