The 2024 B2B Buyer Report by HG Insights uses Functional Area Intelligence to identify the most widely used technologies across 22 job roles in 7 departments, offering precise insights into who uses what within organizations. Salesforce CRM and Google Workspace top the list, each used widely across 13 roles. Department-specific leaders include Python for Engineering, Atlassian tools for Product teams, Salesforce and HubSpot for Sales, and Adobe for Marketing. The report highlights technology usage patterns by company size and role, helping GTM teams better target decision-makers with relevant, high-penetration tools across sectors.

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