We've Spent Years Studying Buyers Who Purchase. This Year We Studied the Ones Who Didn't.

saraboostani

One of the biggest threats to pipeline is the buying journey that begins in earnest but ends without a purchase because the buying group can't decide, the budget gets pulled, or business priorities change. This year, we've added a whole new arm to our Buyer Experience research focused on journeys that end in no-decision, and it's been fascinating to study the other side.

In many ways, these journeys actually look remarkably similar to those that make it through to purchase. They place a similar number of vendors on the shortlist from day one, involve a similar number of people in the buying group, and most engage with vendors and do so at roughly the same point in the process as their counterparts who ultimately buy.

One of the differences we've found (we can't wait to share the rest soon) is the challenge of building the case for the category itself. Category justification is difficult even for buyers who ultimately purchase, and it's an area where providers do relatively little to help (let's be honest, most are focused on claiming they're #1 in the category but not why the category deserves investment in the first place). Among journeys that end in no-decision, that hurdle is even higher.

While some things behind failed journeys are outside anyone's control, there are plenty of opportunities for providers to respond to what this research is telling us and better support buyers along the way.

Sooo much more to come in early November. Those coming to Breakthrough will get the first taste!😉

@Kerry