Metric Monday: Backchanneling Trends in Software and Services Deals

saraboostani

Hi all,

We recently shared our latest write-up on the fact that most buyers—over 70%—connect with non-sellers (e.g., c-suite executives, subject-matter experts) at vendor organizations before engaging with sales. As always, the research is free and un-gated, so feel free to check it out if you haven’t already!

For #MetricMonday, here’s a quick takeaway from the paper: Software buyers are naturally almost twice as likely to backchannel as buyers of other solutions—something software providers should absolutely expect! Like software, services purchases often involve higher price tags, larger buying teams, and more vendors to evaluate—all factors that spike backchanneling. These dynamics amplified backchanneling rates among services buyers to levels similar to those of software buyers.

Find more details on this and other factors that drive backchanneling in the full report linked below!

Please comment with any questions! 🤗

https://6sense.com/science-of-b2b/the-b2b-backchannel-most-buyers-find-non-sellers-to-engage-with-before-talking-to-sellers/

@Kerry