6sense Research Finds That Vendors Need to Be Known and Preferred Before the Buying Journey Begins

Key points

• • The research finds that the buying journey does not start when the evaluation starts.
• • Buyers keep up with vendors between purchases, enter evaluations with preferences already formed, and choose the vendor they favored before contacting a seller 82% of the time.
• • As a result, when buying groups form, most (73%) have two or more vendor preferences in place already, and the winner is on that list 92% of the time.