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

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 compar