The New Industrial Go-To-Market Playbook

Industrial buyers aren’t all moving at the same pace — yet most go-to-market (GTM) strategies still act as if they are.

Small and mid-market companies move quickly, often completing supplier evaluations before traditional nurture programs even get started. Large enterprises take a slower, more methodical approach, guided by internal consensus.

When your GTM strategy treats every buyer the same, fast movers stall and long-cycle buyers are rushed — slowing deals and leaving opportunities on the table.

In this playbook, we unpack the data from Q3’s Industrial Buyer Pulse Report and show how manufacturers can refine their go-to-market approach by aligning to buyer velocity and role — helping fast-moving buyers progress quickly while supporting long-cycle decision-making.

The Industrial Buyer Pulse is a quarterly research initiative capturing the evolving perspectives of industrial decision-makers across North America.

This inaugural release summarizes responses from 263 North American industrial buyers across the manufacturing landscape. Participants include operations leaders, engineering/technical buyers, and procurement professionals. While the numbers will change quarter to quarter, the lens will not: we track a consistent set of KPIs so executives can distinguish noise from signal, and we pair those metrics with practical guidance for marketing and sales teams tasked with converting sentiment into revenue.

Our goal is to provide an always-current, decision-grade readout of industrial buying behaviour that helps manufacturers focus resources where they will matter most.

The New Industrial Go-To-Market Playbook

WHAT IS THE INDUSTRIAL BUYER PULSE?

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