A vendor’s guide to managing the B2B buying cycle in APAC

Sangeeta Tanwar

Two Forrester senior executives presenting at the recent Forrester B2B Summit APAC discussed how the COVID-19 pandemic has created significant changes in the B2B buying process in the Asia Pacific region.

As business-to-business (B2B) decision making becomes more complex following the global health pandemic, executives now have a greater role in deciding B2B deals. About 82% of the top leadership (CEO/MD) are involved in buying deals in 2021 as compared to 58% in 2019.

“Organisations in the APAC region are taking a fairly conservative approach towards buying. In times of crisis, there is a heavy reliance on executives to make the right decision,” Forrester principal analyst Paul Dolan said at the organisation’s virtual B2B Summit APAC held in September 2021.  

The economic uncertainty brought on by COVID-19 has resulted in buying...

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