2020 was a year of inflection. The pandemic, social justice concerns, remote working, and the influence of technology on work and society have created challenges and opportunities. The B2B Institute study, Work in BETA: The Rising B2B Decision-Maker, by forecaster Lucie Greene and Jason Mander, GWI chief research officer, examines the changing behaviors and attitudes of the first cohort of digital natives to assume positions of seniority in business. The study pulls from data of 17,000 knowledge workers in 10 markets, showcasing trends in their attitudes and behaviors in business at a time of dislocation. The report identifies and quantifies behaviors that will equip you to understand the trajectory of change around B2B decision-making and what is required of companies and leaders. The BETAs are ready for the world. Are you ready for them?