One sign of a disciplined purchase process is to focus on features, not price. But guess what Demand Gen Report found is by far the most common variable in evaluating B2B purchases, Dear Reader? Yep, it’s price (82%), trailed by reviews (56%), features and functionality (54%), vendor knowledge of the buyer’s industry (53%), and deployment time/ease of use (50%). Oh, and 55% say purchase times are getting longer and 59% of buying teams have four or more people. I’m so sorry.