Size buying situations by revenue at stake, not just how often they occur
PrincipleBrand Strategy
Size buying situations by revenue at stake, not just how often they occur
Two CEPs can be used by the same number of customers to retrieve brands and still be worth very different amounts. For categories where order value varies widely, size up each buying situation on purchase frequency and deal size, using a 'currency' approach rather than incidence alone.
Source
Category Entry Points In A B2B World - Linking Buying Situations To Brand Sales, The B2B Institute at LinkedIn x Ehrenberg-Bass Institute (2022)
Professor Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
p27, Figure 6
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