#general
Thread
How important are Forrester Wave reports in the buyers' journey?
Context: I was doing some research for a client and a lot of people in that space have them listed on their site so it made me curious and I was wondering what this group thought about them! I personally have never even thought about them but maybe it's different in enterprise spaces / if you're selling to the C-Suite?
They can be pretty important in large enterprise buying committees because not every single one of the people in that team of 20, 50 or even 100+ people is going to be able to do an in depth analysis of the technology. And it can be difficult for the average person to parse out the difference between software that is basically all the same in theory, so they rely on analyst reports like the Waves to 1) narrow it down to a few top choices, which that organization will potentially issue an RFP to, 2) explain in more objective terms what the actual differences are, and 3) provide third party validation of their choice. Reviews and vendor materials can be extremely noisy.
Yes, that makes sense! Thank you.