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Wednesday, March 30, 2016

Gartner Visual of the Buying Cycle

Nice graphic of the process by Hank Barnes of Gartner.   Visualizing it is a great start to understanding it.  Would be very useful if it became a standard for talking about Buying process.   Would like to see it linked to specific data sources.  Worth examining at the link. I am following its further evolution:

" ... You can expect to see a continued exploration of this model of the customer lifecycle in future research across Gartner, and it will be part of my presentation at the Gartner Tech Growth and Innovation Conference.    But the bottom line message of this move is simple: It’s time to use models like this to shift the focus from buying decisions to lifecycle decisions.  Buying is just one, often small, step in that process. .... " 

1 comment:

Unknown said...

Thanks for sharing, Franz.

The data that drove this came from multiple surveys of B2B Buyers over the past several years and our analysis of their feedback on how they buy and what influences them COMBINED with the work of other teams at Gartner that research topics around CRM, including client inquiries.

We never ask them specifically about this graphic, but it is our interpretation of the behaviour we explore.

As said, more to come....