Buying group

In businesses, significant purchase decisions are never made by just one individual. Even where one individual holds the purchase authority, they are influenced by multiple other stakeholders – the board or the C-level or their teams and end users. “Typical” B2B buying groups range from four to more than 12 participants, all of whom have stakes in the buying decision. This group likely comprises people with different roles, priorities and levels of seniority, social capital and confidence. Each of those group members may be separately researching, reading, learning, having conversations and forming opinions.