What was the main finding of the IDEATECH and Hiroyasu Kitagawa B2B procurement survey regarding decision cycles?

The survey revealed significant decision-making delays in B2B large-scale procurement processes.

How did the IDEATECH survey conducted by Hiroyasu Kitagawa highlight challenges in operational planning?

It identified difficulties in estimating operational loads during the B2B procurement decision-making process.

Why is buyer enablement emphasized in the IDEATECH and Hiroyasu Kitagawa procurement study?

Buyer enablement is crucial to address prolonged decision cycles and improve procurement efficiency.

What specific issue did the Hiroyasu Kitagawa survey with IDEATECH identify in B2B purchasing timelines?

The survey identified long decision cycles as a major bottleneck in B2B large-scale procurement.

Which organizations collaborated on the 2023 B2B procurement process survey about buyer challenges?

IDEATECH and Hiroyasu Kitagawa conducted the 2023 survey on B2B procurement decision challenges.

B2B Large-Scale Procurement Process Survey: Long Decision Cycles and Buyer Enablement

Published Jun 9, 2026 10:00 PM ・ Updated Jun 14, 2026 2:16 PM ・ 3 min read ・ Source: PR TIMES

IDEATECH and Hiroyasu Kitagawa conducted a survey on B2B procurement processes. Findings reveal significant decision-making delays and difficulties in estimating operational loads, underscoring the vital need for buyer enablement.

IDEATECH, a company providing 'Research-PR' services—a one-stop solution from survey planning to PR—conducted its second survey on Japanese B2B large-scale procurement processes in collaboration with Hiroyasu Kitagawa (Demagen Research Institute, former Microsoft Executive).

The survey targeted 330 individuals involved in the introduction, review, or renewal of B2B software, SaaS, or IT infrastructure/security products with annual contracts exceeding 5 million JPY within the last 12 months.

Key Findings: - Over 70% of respondents experienced extended evaluation periods. - 'Estimating operational load after introduction' was the most challenging factor to judge before vendor contact (56.3%). - Over 60% of buyers use generative AI to understand product features.

Key Statistics: - 50% of large-scale projects were replacements or re-evaluations, while 37% were new introductions. - Approximately 60% of projects involved 7 or more decision-makers. - Departmental coordination for functional requirements (56.9%) and budget allocation (51.7%) were the primary bottlenecks for consensus. - Waiting for executive judgment (63.6%) was the top cause of delay.

Comment from Hiroyasu Kitagawa: 'Global debate surrounds the stall in B2B procurement due to larger decision-making teams and information overload. Our survey confirms these realities in Japan. One solution is buyer enablement, and these findings offer insights to that end.'

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Source: PR TIMES
Category: Survey
Organizations: Microsoft

B2B Large-Scale Procurement Process Survey: Long Decision Cycles and Buyer Enablement

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