"In B2B, peer recommendation occupies a much more important place than before. Indeed, due to the increasing technicality of the proposed solutions, the decision-maker must face new concepts that he does not always master. Add a more tense regulatory and ethical context, imposing consultation procedures that also bring their share of complexity, and you will understand that the decision-maker is listening to good advice.
In a complex sale, several types of decision makers make up the decision system. The decision-maker responsible for the project is not necessarily the one who decides. The final decision is subject to approval by the economic and legal decision maker, who agrees according to the budget and legal constraints. Advisors and prescribers provide technical and user-centred advice. We need to know who in this system has the leadership of influence."
Marketing Management, Kotler et Dubois, 13e édition, Pearson Education