B2B Go to Market Statistics 2026: Buying Committees, No Decision and the Shortlist

The typical B2B buying decision now involves 13 internal stakeholders and nine external influencers, according to Forrester's State of Business Buying 2026. Gartner puts the buying group at five to 16 people across as many as four functions, and Forrester finds that a purchase with generative AI features doubles the group, from seven members to 14.

Most B2B buying committees disagree. Gartner found in a May 2025 survey of 632 buyers that 74 percent of buyer teams show unhealthy conflict during the decision, and that groups which reach consensus are 2.5 times more likely to report a high quality deal. Gartner's 2026 study of technology buying puts the share of teams in unhealthy conflict at 68 percent, with three times more project delays and seven times more purchase regret.

Most B2B purchases stall, and a large share of lost deals are lost to nobody. Forrester reports that 86 percent of B2B purchases stall during the buying process. Challenger's research behind The JOLT Effect, drawn from 2.5 million recorded sales conversations, attributes 40 to 60 percent of lost deals to customer indecision.

By the time a buyer talks to a seller, the shortlist is usually settled. 6sense's 2025 Buyer Experience Report finds that 94 percent of buying groups had ranked their preferred vendors before first contact and bought from that favorite 77 percent of the time. TrustRadius reports that 83 percent of technology buyers shortlisted three products or fewer.

Buyers notice when a company tells its story two ways. Gartner found that 69 percent of B2B buyers report inconsistencies between what a seller's website says and what its salespeople say, and that 73 percent actively avoid suppliers whose outreach is irrelevant to them.

Almost every B2B buyer now uses AI to research a purchase, and most of them check it. Forrester reports that 94 percent of business buyers use AI during their buying process. Gartner finds that 69 percent prefer to validate AI generated insights with a sales rep, and TrustRadius that 94 percent of technology buyers who use AI fact check it.

The median B2B SaaS company spends 37 percent of revenue on sales and marketing, according to Benchmarkit's 2025 benchmarks on 2024 numbers. Median CAC payback was 18 months in Benchmarkit's data and 24 months on the fully loaded definition KBCM and Sapphire Ventures use. All three benchmark samples are mostly US companies; read them as a reference point for Spain or Latin America, not as local data.

Every figure here was located on its publisher's own page or in the publisher's own report, not taken from another statistics page. A figure stays out when its origin cannot be traced, when the source says something different from how it is usually quoted, or when it is older than 2024. Several numbers that circulate widely fell out on that test. A win rate of 19 percent in 2025, down from 29 percent, is often attributed to Ebsta and Pavilion; Ebsta's own pages report win rates as a relative change, not as those two figures. A claim that delayed deals cut win rates by 113 percent traces to no source we could find, and a win rate cannot fall by more than 100 percent. A Forrester figure of a 43 percent higher win rate from outcome based messaging appears in no public Forrester material. And the frequently quoted share of deals that stall from internal misalignment, attributed to Edelman, is a citation of The JOLT Effect in Edelman's own footnote.

One gap is worth naming: we found no 2024 to 2026 primary survey on founder led sales or on the first go to market hires of early stage companies. The figures that circulate on those topics could not be traced to a publisher.

To cite this page: Urizar, J. (2026). B2B Go to Market Statistics 2026. MONKEY WEAVER. https://monkeyweaver.com/red-thread/b2b-go-to-market-statistics. Compiled by Josué Urizar, who has spent twenty years building go to market for B2B companies. Last checked 5 November 2026; the page is reviewed every quarter and corrected when a publisher updates a figure.