Inside the Modern B2B Buying Committee (2026 Edition)
The average B2B SaaS purchase now involves 8.4 people. Here is how to sell — and buy — inside a modern committee.
The lone-wolf software buyer is extinct. In 2026 the average B2B software purchase involves 8.4 stakeholders across four functions. Sellers and buyers both need to plan for it.
Who Sits on the Committee
End users, an economic buyer, security, IT, finance and legal — plus one or two skeptics who will kill deals if their concerns are not addressed early.
The Champion Playbook
Give your champion an easy internal narrative: a one-page business case, a pilot plan and answers to the top three objections before they even come up.
Handling Procurement
Bring procurement in earlier than feels natural. Deals that stall in procurement usually stalled because sales did not loop them in until pricing was already committed.
Daniel Osei
SaaS Analyst at CodeTag
