The COVID-19 pandemic has created significant changes in the B2B buying process in the Asia Pacific region, with executives now taking a greater role in decision-making,  according to Paul Dolan, principal analyst at Forrester. 

Why it matters

Economic uncertainty in the wake of the pandemic has made buying cycles more complex and, to sell effectively, vendors have to respond to the changes in buyer expectations by realigning their sales approach to deliver more impactful solutions.