A buying committee is the group of stakeholders involved in a B2B purchase decision. Depending on deal size, it can include executives, technical evaluators, procurement officers, and end users, all with different priorities.
Understanding the composition and dynamics of the buying committee enables marketers to create multi-threaded engagement strategies. Each persona receives tailored messaging that aligns with their influence level and pain points.
For ABM teams, mapping buying committees ensures that campaigns reach the right mix of decision-makers and influencers, increasing deal velocity and reducing risk of stalled opportunities.