WHY BUYING HAS GOTTEN EASIER AND SELLING HAS GOTTEN HARDER

Summary from the TLDR Marketing newsletter

83% of buyers say purchasing software has gotten easier with bigger budgets and market consolidation, but closing deals is still difficult due to eroding trust. 58% of buyers now start research with AI tools, and most evaluate four or more vendors. The biggest gaps vendors face are delivering credible, relevant proof. 67% of buyers have ruled out a vendor because evidence felt untrustworthy, and younger buyers prefer live references and authentic stories over case studies.