Metric Monday: How Many Formal Evaluations Has the Average Buyer Completed?

saraboostani · January 6

Happy 2026, y'all! I'm looking forward to the year ahead and all the research we will discuss here in Research Road 🙂

New year, new buying group? Not really. Our Buyer Experience research shows buyers bring extensive experience to the table. The average B2B buyer has been through eight to nine formal purchase journeys in their career — and with that comes a clear sense of process, vendor preference, and the reconciliation required to build consensus among equally experienced peers.

In this deep dive, we break down what each buying-team member—Champions, Influencers, Financial Ratifiers, Procurement, and Ultimate Decision Makers—contributes to the decision process, what responsibilities they carry, and who they rely on for guidance, from trusted advisors to analysts and consultants.

Meet the B2B Buying Group: Who's at the Table and What They Do

@Kerry

Kerry · January 6

The surprising thing for me was to see how experienced all roles in the buying process are. If they're involved in a purchase in a given category now, it's not their first time. Yes, some people will always be going through their first time buying in a category, but those are not the people we need to worry about. The real decision influencers are all highly experienced.

Metric Monday: How Many Formal Evaluations Has the Average Buyer Completed?

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