The buying centre is ballooning

Average number of stakeholders involved in a B2B purchase decision

12

11.4

10

8

8

6.8

6

5.4

4

2

0

2014

2016

2019

2022

12

11.4

10

8

8

6.8

6

5.4

4

2

0

2014

2016

2019

2022

12

11.4

10

8

8

6.8

6

5.4

4

2

0

2014

2016

2019

2022

12

11.4

10

8

8

6.8

6

5.4

4

2

0

2014

2016

2019

2022

SOURCE: CEB, 2016; GARTNER, 2019; RACONTEUR, 2022