B2B Buyer Intelligence

Overview

Enterprise software buyers are changing how they evaluate vendors.

They are researching earlier than before, involving more stakeholders earlier in the process, and looking for stronger evidence before they speak with sales.

For sales leaders, this changes how pipeline needs to be qualified, prioritised and progressed.

The issue is no longer just whether an account has shown interest. It is whether the buying group is aligned, whether the right stakeholders are involved, and whether the deal has enough evidence to survive internal scrutiny.

This Factor webinar will unpack what has changed in enterprise buying, what buyers need now, and how sales leaders can adapt qualification, multi-threading, enablement and deal strategy around the way software decisions are being made today.

What attendees will learn

How enterprise buyers are evaluating software differently now compared with previous buying cycles

What buyers need before they agree to engage with vendors today

How IT, Data, Finance and Security buyers are shaping the shortlist now versus before

Why buying committees are stalling more often, even when the account looks qualified

How to identify stronger buyer signals before reps waste cycles

How to help champions build consensus and defend the decision internally

How to risk-proof deals around security, integration, ROI and implementation

How buyer intelligence can improve pipeline quality, forecast confidence and sales prioritisation now

What to expect

• Led by 324+ Enterprise Surveys GTM Advice
• Mandates in FY26-27 C-Suite
• Tech Sales Leaders 150+
• Selling to IT, Security, Data, Finance Buyer Intelligence

What we will cover

• What's evaluation changed to? How enterprise buyers are evaluating software differently now compared with previous buying cycles
• The pre-engagement research What buyers need before they agree to engage with vendors today
• The current committee approach How IT, Data, Finance and Security buyers are shaping the shortlist now versus before
• Your GTM content What content helps buyers build consensus internally in the current market
• Your ABM Strategy How buyer signals can improve ABM, website messaging, sales enablement and pipeline quality now

Agenda

• 11:00 am What has changed in enterprise software buying(End-to-End Application and Data Protection for AI) Enterprise buyers are researching earlier, comparing options privately and forming views before they agree to a sales conversation. This session unpacks what has changed now versus previous buying cycles, why sales is entering the journey later and why traditional qualification signals often miss what is really happening inside the account.
• 11:10 am Why the buying group matters more than the champion(End-to-End Application and Data Protection for AI) By the time a buyer speaks to a vendor, they may already have framed the problem, compared categories and discussed risk internally. This session looks at what buyers are doing before they engage sales, including peer validation, internal alignment, online research and early stakeholder conversations. We’ll cover why the first meeting now needs to validate, sharpen and de-risk the decision, not simply introduce the product.
• 11:20 am Why buying groups are harder to move(End-to-End Application and Data Protection for AI) This session shows why champions need more support than before, how stakeholder misalignment slows deals down and why multi-threading needs to happen earlier, not when the deal is already stuck.
• 11:30 am What sales teams need to risk-proof(End-to-End Application and Data Protection for AI) In this session we'll share insights on the areas where deals commonly slow down and what reps need to give champions so they can defend the decision internally.
• 11:40 am How sales leaders should respond(End-to-End Application and Data Protection for AI) We’ll cover how leaders can adapt qualification, discovery, multi-threading, pipeline reviews, rep coaching, enablement and forecast discipline around today’s buying behaviour. The focus is on improving pipeline quality, reducing wasted cycles and helping reps engage the full buying group with stronger evidence.
• 11:50 am Hear it from the buying committee: how enterprise software decisions are made now(End-to-End Application and Data Protection for AI) A 20-minute live executive panel with buyer-side leaders from Westpac , Woolworths/Coles, Transurban and TEG , sharing what they need before engaging vendors, supporting a shortlist, defending risk and backing a software decision internally. This gives sales leaders a direct view of what buyers expect from vendors now, what helps a deal move and what creates friction in the buying process.

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