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The business-to-business (B2B) buying process typically involves multiple participants, including the initiators, who recognize a need; influencers, who provide information and recommendations; deciders, who make the final purchasing decision; buyers, who handle the transaction; and users, who will ultimately use the product or service. Each participant plays a crucial role in evaluating options, negotiating terms, and ensuring that the purchase aligns with the organization's goals and requirements. Collaboration among these roles is essential for a successful procurement process.

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1mo ago

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