81% of buyers dissatisfied with chosen suppliers – Forrester

8th April 2025 |   Journal Of Sales Transformation

Tight budgets, AI’s influence in buying and selling, negative buying experiences, and long purchase cycles are further complicating the B2B buying process and frustrating buyers and sellers alike. According to Forrester’s The State Of Business Buying, 2024 report, 86% of B2B purchases stall during the buying process and 81% of buyers express dissatisfaction with their chosen providers.

Amy Hayes: Broken B2B buying process creating mayhem.

While buyers rely heavily on self-service and autonomous interactions to make buying decisions, they also rely on providers to understand their challenges, be responsive to their needs, and collaborate on decision-making.

To help B2B buyers make better decisions, providers must transform their go-to-market approach and their understanding of buyers’ needs, the research and advisor firm tells the Journal. At Forrester’s upcoming B2B Summit North America, Forrester analysts will help leaders navigate increased buying complexity and deliver better buyer satisfaction. Sessions will discuss specific actions that providers can take, including: