Forrester: 22 people now influence a typical B2B purchase
On average, 13 internal stakeholders and nine outsiders shape each decision. One contact per account is no longer enough.
Forrester's State of Business Buying, 2026 reports that, on average, 13 internal stakeholders and nine external participants influence a B2B purchase decision. More than 60% of buyers ran some form of trial before committing. And 36% said generative AI made them more confident in their decision, while 20% said it made them less confident because of unreliable information.
What it means if you sell to businesses
A single name on a lead list is a thin thread when twenty-odd people have a say. Sales teams that win map the account: who signs, who uses, who blocks, who advises from outside.
Our Desk records carry a named decision-maker where we can find one, with the source for each name, and we add the second and third names as they surface. One record, one history, so nothing is lost when a contact moves on.
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