Metric Monday: Day 1 Shortlists & Participating in 2025's Buyer Experience Research

saraboostani

Hi all,

We’re excited to be underway with our third year of buyer experience research! Over the past two years, this study has taught us so much about the buyer’s journey — and this year is no exception. We’re already noticing patterns in the data that are shifting in unexpected ways and some that are entirely new thanks to a few new themes included in this year’s survey, such as the role of AI in buying decisions.

More than 9,000 buyers from North America, EMEA, and APAC have shared their experiences buying a solution for their organization, and we’d love to reach 10,000!

If you’ve been involved as a buyer (we know you’re a GTM pro — but here we’re asking about your experience as the buyer) in a purchase over $25,000 for your organization within the past two years — any solution, any provider — please consider participating!

One area I’m particularly interested in this year is a new question: How many buying journeys have you been involved in throughout your career? In previous years, we learned that most buyers start their journey with 4 out of 5 vendors already on their shortlist from day one. We’ve long suspected that, a part of that is because many buyers have been through many buying journeys over the course of their careers (especially in SaaS, where contract terms are often just 2 years). Buyers are not blank slates — they already know you and your solution, yet much of the content out there assumes they’re hearing about you for the first time. I’m excited to quantify this with concrete numbers this year.

We’re still collecting data, but early readouts indicate that over 90% of buyers start the journey with at least 2 vendors already on their shortlist. We can’t wait to share the final numbers and full benchmark report with you later this year — free and ungated, as always.

In the meantime, you can help by sharing your personal experience — and, for bonus points😉, encouraging a colleague to participate too. The insights will be well worth it!

Click or scan to participate: https://6sense.qualtrics.com/jfe/form/SV_6uoso22wEdUXRUq

@Kerry

Kerry

We'd love to hear from you — your experience as a buyer.

And I think that thinking through your experience as a buyer will be revealing to you. It will help you understand why your buyers act they way they do!