Metric Monday: Digital and Human Interactions Per Buyer Per Vendor by Level and Role in the Purchase

saraboostani

Happy (Metric) Monday!

A couple weeks back, we discussed the number of interactions buyers are having throughout their purchase journeys. We saw that all buyers, from individual contributors to the c-suite, engage in double-digit interactions with each vendor on their short-list (buying is hard!).

This week, let's add an additional layer of context. In the chart below, we show the average number of interactions that buyers are having based on their organizational level and role in the purchase (champion, financial ratifier, purchasing/procurement, final decision maker).

Nearly every buyer, regardless of level or role, has double-digit interactions with each vendor. Considering the average buying group size (9 to 10 individuals) and the average number of vendors that buyers evaluate (4 vendors), the number of interactions that emanate from a single buying group is extensive.

Check out our recently published The Lead-Based Approach Has Failed Us: It's Time to Move On for a full discussion on how revenue teams can better utilize this vast number of interactions to spot buying groups and focus their attention on the right opportunities.

@Kerry