This guide focuses exclusively on B2B, not B2C, customer decision-making. If your organisation sells into business customers, you’ll need to know how they’re making those decisions these days. And it has changed.

Some of those changes have been mandated by changes in organisational structure, while others are behavioural changes resulting from a new understanding of the employer / employee relationship. There’s inevitably no ‘one size fits all’ rule – the impact can differ from industry to industry – but the trends we’ve found are overarching.

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