How B2B buying committees research vendors, build internal consensus and reach a decision, and the selling behaviours that fit how buyers actually buy.
9 articles
Most of a B2B purchase happens in rooms the seller never enters. Buyers research on their own, compare notes with peers, and negotiate internally for months before and after any demo. The seller who understands that process sells to the decision; the one who does not sells to a single contact and hopes.
This section follows the buyer's side of the deal: who is in the committee and what each person fears, why consensus is harder than evaluation, how self-serve research changes the first meeting, and what sellers can hand a champion to help them win arguments they will never hear.
Most enterprise deals are decided in meetings you're not invited to. How buying groups research, build consensus and kill deals, and how to sell to that.
, 4 min read, B2B buyers
An hour on LinkedIn feels productive and rarely changes how a first call goes. The research findings that shift a conversation, and the rest that don't.
, 3 min read, B2B buyers
Legal review kills momentum in the deals that seemed closest to closing. The specific redlines that predictably slow things down, and how to get ahead of them.
, 3 min read, B2B buyers
Checking every box in an RFP template rarely wins it. What evaluators actually weigh when they compare responses, and where vendors leave points on the table.
, 3 min read, B2B buyers
Multithreading works until it doesn't. The point where adding another stakeholder to a deal stops reducing risk and starts adding coordination overhead instead.
, 3 min read, B2B buyers
Procurement doesn't decide what you buy, but it decides the terms you buy it on. What the function controls, and how to work with it instead of around it.
, 3 min read, B2B buyers
A quiet deal and a dead deal look identical in the CRM. The specific signals that separate a buyer who's still deciding from one who's already moved on.
, 3 min read, B2B buyers
Champions get you into the deal. Economic buyers get you out of it. How to tell the two apart early, and why confusing them is a common reason forecasts slip.
, 4 min read, B2B buyers
Hybrid work didn't shrink the buying committee, it stretched it: more stakeholders, longer async chains, and decisions made without one room to read it.
, 4 min read, B2B buyers
