Focus on the post-purchase process requires strong links between sales and customer service. First impressions matter; the time immediately following purchase is vital to securing retention down the line. The selection team may be representative of, but ultimately is not, the user base whose adoption and reaction to the product will drive renewal decisions. Software uncomplicates business, but buying the right software is becoming increasingly complex with a growing number of requirements, stakeholders, and processes. The number of steps involved in the purchase has seen a steady increase, with about 30% of global B2B software buyers surveyed saying that there are 10 or more steps in their company’s software purchasing process. This is an 8% increase from last year, where 22% respondents had more than 10 steps in their buying process. As the buying journey progresses, different stakeholders get involved based on the expertise required and budget involved. 71% of respondents surveyed said that additional stakeholders are always or frequently added over the course of the buying journey, up from 61% who stated this last year. The addition of new stakeholders at different stages of the buying process increases complexity as each stakeholder joins with a distinct expectation. Our survey identified 22 distinct roles that get involved in the buying process, not counting varying levels of seniority. Vendors need to be cognizant of this and tune their conversations to cater to a diverse set of stakeholders throughout the buying process. of companies have buying committees which influence buying decisions 80% The purchase process is becoming more complex: different points of purchase and a diverse slate of buyers 2022 G2 Software Buyer Behavior Report 6