The LMS Buyer’s Journey

Application of the classic buyer’s journey model to the Corporate Learning Market

The notion of the "buyer's journey," which typically unfolds in three stages: Awareness, Consideration and Decision, has become a popular way for technology vendors to take a customer perspective when developing their go-to-market strategies. This note examines what that buyer's journey looks like in the Learning Management System (LMS) marketplace, with attention paid to how the latest trends are elevating the Learning and Development department's status and affecting buyer behavior. We conclude with our guidance, complemented by several tips from learning buyers on the vendor selection process.

Vendors mentioned in a segmentation of the marketplace include Cornerstone, Docebo, Expertus, Oracle, SAP, Saba, SumTotal, and Workday.

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19 May 2017