On average, 5.4 people are involved in today’s B2B purchase decisions. Differences in opinion make it increasingly hard to reach a decision, and many teams simply give up on purchases altogether.
Most suppliers’ efforts to support consensus fall short. Typically, marketing and sales try to boost individual purchase intent early on—and then sales tries to bring everyone together at the end. However, group conflicts actually peak early in the buying journey. The best sales and marketing teams focus on connecting buyers to each other—not just to the supplier—right from the start.
CEB's article in the latest issue of Harvard Business Review discusses key factors to create consensus in buying groups as well as successful tactics from companies like Kimberly-Clark, Holcim, W.W.Grainger and Marketo.