Buying Committee

B2B purchases aren't made by individuals. They're made by committees. Gartner's research puts the average B2B buying committee at 6-10 people for enterprise deals. Every deal that stalls or dies can usually be traced back to a stakeholder who wasn't identified, engaged, or convinced. Single-threading (relying on one contact) is the number one deal killer in enterprise sales.

Typical Committee Roles

• Champion: Your internal advocate. Wants your solution, will sell it internally. Essential but not sufficient on their own.
• Economic buyer: Controls the budget. Often a VP or C-level. May never attend a demo but has veto power.
• Technical evaluator: Assesses whether the solution meets technical requirements, integrates with existing systems, and passes security review.
• End users: The people who'll actually use the product daily. Their resistance can kill adoption even after the deal closes.
• Legal/procurement: Reviews contracts, negotiates terms, manages vendor risk assessment. Can add weeks or months to the close timeline.
• Influencers: Consultants, board members, or peers whose opinions carry weight. Often invisible in CRM.

Multi-Threading

Multi-threading means building relationships with multiple stakeholders in the buying committee, not just your champion. RevOps supports this by tracking contact coverage per opportunity, flagging deals with only one or two engaged contacts, and building workflows that prompt reps to identify and engage additional stakeholders at each stage.

Buying committee complexity is a major driver of deal desk involvement and directly impacts sales cycle length and win rates.