Survey Insights: How Business Applications Are Purchased

2026-06-16 · Source: Featured Blogs - Forrester · Field: Business & Management — Corporate Strategy & Leadership, Operations & Process Management, Marketing, Branding & Advertising · Depth: Fundamental Awareness, quick

Summary

Forrester's Buyers' Journey Survey, 2025, reveals key purchase patterns for business applications, detailed further in "The Business Applications Buyers' Journey, 2026" report. The survey indicates that both business and IT decision-makers prioritize increasing operational efficiency, though IT buyers also focus on innovation and competitive advantage, while business buyers emphasize workforce productivity. IT and business leaders collaborate extensively throughout all purchase stages, with IT executives often leading. Despite the use of various external sources, initial purchases and renewals predominantly occur directly through vendor sales representatives, even when 28% of buyers later use e-commerce. Buyers are also increasingly using generative AI tools to navigate complex licensing options and add-ons, leading to broader vendor consideration and increased decision confidence.

Key takeaway

For IT and Operations Professionals evaluating new business applications, recognize that deep collaboration with business leaders is crucial for adoption and value. Your teams should utilize generative AI tools early in the research phase to explore diverse vendor options and gain confidence in complex licensing decisions. Prioritize solutions that clearly enhance operational efficiency and workforce productivity.

Key insights

Business application purchases are driven by operational efficiency, requiring deep IT-business collaboration and utilizing sales reps and genAI.

Principles

• Operational efficiency is a top driver.
• IT and business must align on purchases.
• Sales reps remain central to deals.

In practice

• Use genAI for vendor research.
• Evaluate a broader range of vendors.
• Prioritize operational efficiency drivers.

Topics

• Business Applications
• IT-Business Collaboration
• Generative AI
• Sales Process
• Operational Efficiency
• Buyer's Journey

Best for: CTO, VP of Engineering/Data, Executive, IT Professional, Operations Professional, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.