The latest G2 Buyer Behavior Report has dropped, and it confirms what many of us have been sensing: the software buying journey has fundamentally shifted. And for vendors, consultants, and service providers – this is a wake-up call.
Here’s what’s standing out, what it means for innovators and go-to-market teams, and how to stay ahead in a market where the stakes have never been higher.
AI Isn’t a Feature. It’s an Expectation
More than half of buyers are planning to increase AI-related spend this year—not just on standalone tools, but on any software with embedded AI. In other words, AI is no longer a differentiator. It’s table stakes.
Implication: Vendors must lead with value-driven use cases, not just “we use AI.” Buyers are focused on outcomes—namely productivity and cost savings. If your AI doesn’t improve either, you’re not in the conversation.
ROI Is King. And the Clock Is Ticking
Buyers aren’t just watching their budgets – they’re watching the clock. 57% expect ROI within 3 months, and AI Power Users are even more demanding. Forget “total cost of ownership” narratives. This is about rapid, measurable returns.
Takeaway: If your onboarding process takes months, you’re out. Your sales, customer success, and product teams need to co-design fast paths to value.
Shrinking Shortlists Mean You Must Stand Out Sooner
The top of the funnel is getting tighter. Buyers are making faster decisions with shorter shortlists, often based on touchpoints they control – not your sales team. You will need to double down on developing insightful, useful and timely thought leadership material.
Reality Check: There are now 50+ touchpoints before MQL status. This makes early-stage content, peer reviews, and third-party validation critical. If you’re not visible in the research phase, you’re not going to make the cut.
The Two-Stage Committee is Real—and the C-Suite Veto Hurts
The buying process now often includes two tiers:
- A recommendation committee that evaluates and shortlists
- A C-suite review that can greenlight—or kill—the deal.
This may have always been the case, but it seems the purse strings are being more tightly controlled. CEOs are demanding capital-efficient investments. That means if your solution can’t show ROI fast, or isn’t clearly linked to top-line or bottom-line impact, you may find yourself back at square one.
Planning Tip: Internal champions need capital-efficiency narratives. Vendors who help make the business case pitch-ready for the executive table will score brownie points.
Marketplace Momentum and the Return of the Integrator
C-suite buyers are showing increased trust in marketplaces – especially curated ones from big platforms like Salesforce or SAP. There’s also a surge in early-stage influence from service providers and consultants, who are becoming de facto gatekeepers.
Strategy Shift: Vendors must optimise for marketplace presence and channel alignment. Your ecosystem engagement needs to be proactive, not reactive.
Peer Reviews Trump Marketing – Every Time
The Edelman Trust Barometer has been indicating this for years. Trust in vendor websites is at an all-time low. Buyers now trust their peers over analysts, with G2, Reddit, and niche communities playing an outsized role in de-risking decisions.
Execution Idea: Build a scalable customer advocacy engine. Enable happy users to leave reviews, tell their stories, and speak for your brand. That credibility can’t be faked – and it’s what buyers believe most.
What Buyer Behaviour Means for Go-to-Market Leaders
The modern software buyer is impatient, highly informed, and looking for low-risk, high-return investments. They do their own research, trust their peers, and expect value – fast.
To win in this environment, vendors and advisors alike need to:
- Lead with ROI, not features
- Get serious about onboarding and activation
- Influence early, through content, marketplaces, and partners
- Equip buyers for the internal pitch
- Double down on ecosystems and peer-driven validation
The message is clear: the investment doesn’t matter unless the return is obvious.
Disruptors Co helps teams align AI, product, and GTM strategy to win with modern buyers. If you’re ready to rethink your messaging, optimise your buyer journey, or design rapid ROI pathways – let’s talk.