Key purchasing criteria (KPC) are the factors that matter most to buyers when evaluating potential vendors. These may include price, product capability, scalability, integration ease, or the quality of customer support.
In B2B environments, understanding KPCs helps marketers and sales teams shape messaging, case studies, and value propositions around the priorities that truly influence decisions. It shifts communication from feature promotion to outcome relevance.
When proposals and campaigns are built around defined KPCs, they speak directly to what buyers care about, creating stronger alignment and greater confidence throughout the purchasing process.