The Consumerization of Business Purchasing

David Yanofsky (Quartz) writes about the “consumerization” of business purchasing (as quoted from Matt Gormiak, founder of G2 Crowd). Consumers, have for some time, used sites to compare products and read user reviews, think, Yelp, and TripAdvisor. Will the crowdsourced concept catch on with business purchasers? The hesitation could be due to the fact that procurement professionals need to rely on reviews with users that have “verified and trusted online identities” and are willing to share their knowledge. The acceptance of LinkedIn has helped in this area as users/reviewers connect via their LinkedIn profiles. Two services discussed in the article are G2 Crowd (business software and services) and TrustRadius (enterprise technology). A related earlier post on this topic is The Crowdsourced IT Research Model: A New Way to Evaluate IT in the Procurement Process?

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