Exclusive research from Ad Age reveals that large marketing purchases now involve an average of 5 people — and the C-suite only shows up at the end. Directors, VPs and Senior Managers are the ones defining requirements, researching options and recommending vendors long before any executive signs off. Download the report to learn:
Which job levels drive influence at each stage of the purchase journey—from identifying a need to approval.
Why 55% of organizations involve more stakeholders in large purchases than they did 10 years ago.
How influence varies by category — from agencies to media platforms, AdTech/MarTech and more.
Why 40% of large purchase decisions involve Managers and Individual Contributors—and why ignoring them is costing you.
Unlock the free report to learn how to reach the full buying committee, and not just the corner office.