Who Controls Key Purchasing Decisions Today?
I’ve been in B2B for about 15 years now, dealing with senior executives in a wide variety of companies. For the most part, the decision-makers at these firms have usually fallen into the 45–60 year-old age category—people in senior roles, at the peaks of their careers.
But in the last two years, I’ve started to notice a real shift. Those decision-making roles are increasingly being filled by millennials. While I’ve certainly seen this younger cohort in the workplace, they haven’t been the ones making the decisions—until now.
Millennials are now at an age and stage of their careers where they are making key buying decisions. And what I’ve been seeing anecdotally is supported by data. Google recently put out a report called The “Changing Face of B2B Marketing.” Mirroring data collected in 2012, their research (based on a survey of 3,000 B2B marketers) showed that there has been a...
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