Definition
What is Buying Committee?
The short answer
A buying committee is the group of people inside a company who influence or decide a B2B purchase, typically including an economic buyer, a champion, technical and financial evaluators, end users and sometimes a blocker.
Key figure
13 + 9
Why it matters
Forrester's State of Business Buying 2026 (January 2026) found that the typical B2B buying decision includes 13 internal stakeholders and nine external influencers. Reaching one contact per account rarely reaches the decision.
Put it to work
Where buying committee matters on a program.
- Buying committee outreachForrester's State of Business Buying 2026 (January 2026) found that the typical B2B buying decision includes 13 internal stakeholders and nine external influencers. Reaching one contact per account rarely reaches the decision.Read more
- ABM lead generation from the accounts you already choseInstead of generating thousands of random leads, generate conversations with the buying committees inside your target accounts.Read more
Research
What the research says
13 + 9
The typical B2B buying decision now includes 13 internal stakeholders and nine external influencers, rising for more complex or strategic purchases.
53%
Procurement professionals are decision makers in 53% of business buying cycles, engaging from the start of the process.
94%
94% of buying groups ranked their preferred vendors before first contact with a seller, and the vendor preferred before engaging sellers still wins 80% of deals.
6sense, 2025 B2B Buyer Experience Report, Nov 2025. More than 4,000 buyers across North America, EMEA and APAC.
Related terms
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