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B2B Summit APAC Preview: Why We Have A New Waterfall For 2021 (And Why You Should Care)

Blog: Forrester BPM Center of Excellence

Two fundamental truths apply to most B2B buying and selling scenarios. First, each individual account often presents multiple selling opportunities. Second, most purchase decisions are made by buying groups — not an individual acting alone. Let’s explore each of these truths to see how and why they influenced the design of Forrester’s new B2B Revenue […]

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