Taming B2B Buying Mayhem

What It Means: A Forrester Podcast
06/03/2025 29 min
Taming B2B Buying Mayhem

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Episode Synopsis

Changing buying dynamics and generative AI are bringing already strained B2B buying processes to a breaking point. This week on What It Means, VP and Research Director Steven Casey and VP and Principal Analyst Barry Vasudevan discuss these forces and introduce the concept of buying networks as they preview new research debuting at Forrester’s B2B Summit North America.

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