How Conversational AI Enhances the Buyer Experience

In B2B, a buyer is nearly always a group of people working together rather than an individual acting alone. Forrester's 2021 B2B Buying Study revealed that over 60 percent of purchases have more than four people involved–versus just 47 percent in 2017–and they can include different buyer roles and departments. These findings led to Forrester updating its B2B Revenue Waterfall, enabling companies to connect individuals to their buying groups, associate them to specific opportunities and then track the progression of opportunities through the revenue generation process. It shows a tighter alignment between marketing and sales. Lack of agreement on roles and responsibilities, lead qualification, and ways to measure success can impact an organization's ability to increase the volume of opportunities and velocity they move through the Waterfall.