Table 129 Aug 2026From “The buyer is not the user in a B2B journey”

Two roles, two value events

Keep the authorization event and the use event separate. Add a disconfirming signal so each role can challenge the seller's story.

Cite Embed

Table 1Two roles, two value events

Role or perspective	Decision or value event	Evidence to collect	Disconfirming signal
Buyer or economic sponsor	Authorize, delay, or reject the exchange	Decision criteria, risk, relationship, adaptability, and cost evidence	The stated value does not survive the buyer's approval constraints.
User or operator	Experience whether the exchange works in practice	Workflow change, value-in-use, exceptions, effort, and realized result	The promised change is not visible in the user's work.
Seller	Translate the proposition between roles	Which claim is for authorization and which is for use	One claim is repeated to both roles without role-specific evidence.
Organization	Carry the result across the journey	State changes, handoffs, returns, and outcome definition	The record jumps from signature to success without an intermediate test.

Swipe or scroll horizontally if the table is wider than your screen.

Source: Author's framework grounded in Friend, Curasi, Boles, and Bellenger (2014), Kleinaltenkamp, Prohl-Schwenke, and Keränen (2022), Marvasti et al. (2021), and Biemans, Malshe, and Johnson (2022). The table is a design aid, not a validated buying-center taxonomy.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01.png

From the essay

Go-to-market strategy

The buyer is not the user in a B2B journey

The person authorizing a purchase and the person living with its outcome need different evidence. Map both value events before calling a journey complete.

29 Aug 2026

Read the essay

This exhibit belongs to an essay: the numbers live here, the argument lives there.

Cite or embed

APA 7

Isoglu, S. (2026). Two roles, two value events [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01/

BibTeX

@misc{isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01,
  author = {Isoglu, Sinan},
  title = {{Two roles, two value events}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01/},
  note = {From the essay {The buyer is not the user in a B2B journey}}
}

Embed this exhibit

Copy this HTML to use the PNG exhibit on your site with its source line and a link back to the exhibit page.

<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01.png" alt="Table 1: Two roles, two value events" width="3200" height="2400">
  </a>
  <figcaption>Table 1: Two roles, two value events. Source: Author&#39;s framework grounded in Friend, Curasi, Boles, and Bellenger (2014), Kleinaltenkamp, Prohl-Schwenke, and Keränen (2022), Marvasti et al. (2021), and Biemans, Malshe, and Johnson (2022). The table is a design aid, not a validated buying-center taxonomy. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-buyer-is-not-the-user-b2b-journey-fig01/">View exhibit</a>.</figcaption>
</figure>