THE BUYER READINESS REPORT 2026
Full Source Table
133 unique sources across three evidence tiers, drawn from the 170-entry DecisionScope Research Library. Every statistic in the report traces to a row below. Each entry carries its evidence tier, year, whether it is peer-reviewed, and whether it cuts against the report's own argument. Eight sources are marked disconfirming; all eight are cited in Part IX rather than buried.
The tier definitions, the six sourcing rules, and the known limitations of this source base are stated in The Evidence Base section of the report itself. House style bans a set of words that appear in some titles below; those titles are reproduced verbatim, because citation accuracy outranks house style.
Peer-reviewed
Disconfirming
Showing 135 of 135 sources
| Tier | Source | Year | Peer-reviewed | Disconfirming |
|---|---|---|---|---|
| Tier 5 | Brown, A.L. et al. "Meta-Analysis of Empirical Estimates of Loss-Aversion." SSRN Electronic Journal. 607 empirical estimates. | 2020 | Yes | No |
| Tier 5 | Cavlovic, C. et al. "Information avoidance: An experimental test of anticipated regret and self-efficacy." Journal of Risk and Uncertainty. | 2024 | Yes | No |
| Tier 5 | Chernev, A., Böckenholt, U. & Goodman, J. "Choice overload: A conceptual review and meta-analysis." Journal of Consumer Psychology. Reanalysis of 99 observations. | 2015 | Yes | No |
| Tier 5 | Garvelink, M.C. et al. "Decisional Conflict Scale Findings among Patients and Surrogates: An Anniversary Review." Medical Decision Making. 246 studies. | 2019 | Yes | No |
| Tier 5 | Golman, R., Hagmann, D. & Loewenstein, G. "Information Avoidance." Journal of Economic Literature. | 2016 | Yes | No |
| Tier 5 | Hoefel, L. et al. "20th Anniversary Update of the Ottawa Decision Support Framework: Part 2, Subanalysis of a Systematic Review of Patient Decision Aids." Medical Decision Making. Subanalysis of the 2017 Cochrane review, 105 randomized trials. | 2020 | Yes | No |
| Tier 5 | Hwang, M.I. & Lin, J.W. "Information dimension, information overload and decision quality." Journal of Information Science. Meta-analysis of 31 experiments. | 1999 | Yes | No |
| Tier 5 | Kalwey, T., Krafft, M., Lim, Y. & Mantrala, M.K. "Holistic Selling: An Emerging Paradigm in B2B Markets." Journal of Marketing. DOI 10.1177/00222429251338820. | 2025 | Yes | No |
| Tier 5 | McAlpine, K. et al. "What Is the Effectiveness of Patient Decision Aids for Cancer-Related Decisions? A Systematic Review Subanalysis." JCO Clinical Cancer Informatics. | 2018 | Yes | No |
| Tier 5 | Mertens, S., Herberz, M., Hahnel, U. & Brosch, T. "The effectiveness of nudging: A meta-analysis of choice architecture interventions across behavioral domains." PNAS. 2.1 million participants. Reports moderate publication bias in the underlying literature. | 2021 | Yes | No |
| Tier 5 | Poprzeczny, A. et al. "Patient Decision Aids to Facilitate Shared Decision Making in Obstetrics and Gynecology: A Systematic Review and Meta-analysis." Obstetrics & Gynecology. 35 trials, 9,790 participants. | 2020 | Yes | No |
| Tier 5 | Ruggeri, K. et al. "Replicating patterns of prospect theory for decision under risk." Nature Human Behaviour. 19 countries, 13 languages, 4,098 participants. | 2020 | Yes | No |
| Tier 5 | Scheibehenne, B., Greifeneder, R. & Todd, P. "Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload." Journal of Consumer Research. 50 experiments, 63 conditions, more than 5,000 participants. | 2010 | Yes | Yes |
| Tier 5 | Shi et al., Decision Support Systems 51(3), 2011; Plonsky et al., Judgment and Decision Making, 2021; decision-making dyads study, Applied Ergonomics, 2021. Composite entry on decision-aid confidence versus choice quality. | 2021 | Yes | No |
| Tier 4 | Ahearne, M. et al. "The future of buyer-seller interactions: a conceptual framework and research agenda." Journal of the Academy of Marketing Science. | 2021 | Yes | No |
| Tier 4 | Ahearne, M., Mathieu, J. & Rapp, A. "Empowerment to lead: Effects of team-level consensus." Journal of Marketing Research. | 2010 | Yes | No |
| Tier 4 | Ajzen, I. "The theory of planned behavior." Organizational Behavior and Human Decision Processes 50(2), 179-211. | 1991 | Yes | No |
| Tier 4 | Anderson, P.F. & Chambers, T. "A Reward/Measurement Model of Organizational Buying Behavior." Journal of Marketing 49, 23-37. | 1985 | Yes | No |
| Tier 4 | Andersson, S. et al. "Challenges and opportunities in the digitalization of the B2B customer journey." Journal of Business & Industrial Marketing. | 2024 | Yes | No |
| Tier 4 | Baier, C., Hartmann, E. & Moser, R. "Strategic alignment and purchasing efficacy: an exploratory analysis of their impact on financial performance." Journal of Supply Chain Management 44, 36-52. | 2008 | Yes | No |
| Tier 4 | Bergers, D. et al. "Choosing the discount size in the software industry: How to incentivise the salesforce." Industrial Marketing Management. | 2023 | Yes | No |
| Tier 4 | Bleichrodt, H. et al. "Prospect theory's loss aversion is robust to stake size." Judgment and Decision Making. | 2023 | Yes | Yes |
| Tier 4 | Bonney, L. et al. "Post-COVID changes in B2B buyer decision-making." Journal of Personal Selling & Sales Management. | 2022 | Yes | No |
| Tier 4 | Brontén, G. & Cabrera, D. "Structured Thinking Structures Sales Opportunities that Win." Journal of Systems Thinking 5(1), March 19. DOI 10.54120/jost.2025-0080GB. Sample size not stated; underlying data recorded as not publicly available. | 2025 | Yes | No |
| Tier 4 | Brown, B.P. et al. "When Do B2B Brands Influence the Decision Making of Organizational Buyers? An Examination of the Relationship between Purchase Risk and Brand Sensitivity." | 2011 | Yes | No |
| Tier 4 | Bunce, A. et al. "Lessons learned about the effective operationalization of champions as an implementation strategy." Implementation Science. | 2020 | Yes | No |
| Tier 4 | Cabanelas, P. et al. "The buying center concept as a milestone in industrial marketing: Review and research agenda." Industrial Marketing Management. | 2023 | Yes | No |
| Tier 4 | Chandon, P., Morwitz, V. & Reinartz, W. "Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research." Journal of Marketing. | 2005 | Yes | No |
| Tier 4 | Chen, Y.-C., Shang, R.-A. & Kao, C.-Y. "The effects of information overload on consumers' subjective state towards buying decision in the internet shopping environment." Electronic Commerce Research and Applications. | 2009 | Yes | No |
| Tier 4 | Christensen, J. et al. "Understanding the role and impact of Generative Artificial Intelligence hallucination within consumers' tourism decision-making processes." Current Issues in Tourism. N=900. | 2024 | Yes | No |
| Tier 4 | Chugh, R., Gould, N., Leach, M.P. & Liu, A.H. "B2B Buyers' emotions and regulatory focus in justice and switch back decisions." Industrial Marketing Management. | 2023 | Yes | No |
| Tier 4 | Crisafulli, B. et al. "Brand new world: B2B digital influencer marketing and decision-making process." Industrial Marketing Management. | 2022 | Yes | No |
| Tier 4 | Crisafulli, B. et al. "Competence is power: How digital influencers impact buying decisions in B2B markets." Industrial Marketing Management. | 2022 | Yes | No |
| Tier 4 | Darley, J.M. & Latané, B. "Bystander intervention in emergencies: Diffusion of responsibility." Journal of Personality and Social Psychology. | 1968 | Yes | No |
| Tier 4 | de Roo et al. "From seller to broker: When and how issue sellers engage with external stakeholders." Strategic Organization. | 2024 | Yes | No |
| Tier 4 | Dixon, M. & McKenna, T. "Stop Losing Sales to Customer Indecision." Harvard Business Review, June. Analysis of more than 2.5 million recorded sales conversations. | 2022 | No | No |
| Tier 4 | Ehret, M. et al. "From buying centers to buying ecosystems: Advancing the B2B research journey." Industrial Marketing Management. | 2024 | Yes | No |
| Tier 4 | Eidelman, S. & Crandall, C. "Bias in Favor of the Status Quo." Social and Personality Psychology Compass. | 2012 | Yes | No |
| Tier 4 | Franke, H. & Foerstl, K. "Goals, Conflict, Politics, and Performance of Cross-Functional Sourcing Teams: Results from a Social Team Experiment." Journal of Business Logistics. | 2020 | Yes | No |
| Tier 4 | Friess, M. et al. "The contingent effects of innovative digital sales technologies on B2B firms' financial performance." International Journal of Research in Marketing. | 2024 | Yes | No |
| Tier 4 | Gao, T., Sirgy, M. & Bird, M. "Reducing buyer decision-making uncertainty in organizational purchasing: can supplier trust, commitment, and dependence help?" Journal of Business Research 58, 397-405. | 2005 | Yes | No |
| Tier 4 | Germeijs, V. & De Boeck, P. "Career Indecision: Three Factors from Decision Theory." Journal of Vocational Behavior 62(1), 11-25. | 2003 | Yes | No |
| Tier 4 | Godefroid, M. et al. "How to measure the status quo bias? A review of current literature." Management Review Quarterly. 13 documented countermeasures. | 2022 | Yes | No |
| Tier 4 | Gupta, A. et al. "Within-Seller and Buyer-Seller Network Structures and Key Account Profitability." Journal of Marketing. | 2018 | Yes | No |
| Tier 4 | Hallikainen, H. et al. "Fostering B2B sales with customer big data analytics." Industrial Marketing Management. | 2020 | Yes | No |
| Tier 4 | Hao, X. et al. "Exploring Collaborative Decision-Making: A Quasi-Experimental Study of Human and Generative AI Interaction." Technology in Society. | 2024 | Yes | No |
| Tier 4 | Heide, J.B. & Weiss, A.M. "Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets." Journal of Marketing 59, 30-43. | 1995 | Yes | No |
| Tier 4 | Hermann, E. et al. "Artificial intelligence and consumer behavior: From predictive to generative AI." Journal of Business Research. | 2024 | Yes | No |
| Tier 4 | Hernandez, J.M.C., Filho, M.C., Gaffney, D.R. & Kardes, F. "The benefits of deciding now and not later." Judgment and Decision Making. | 2023 | Yes | No |
| Tier 4 | Hjeij, M. & Vilks, A. "A brief history of heuristics: how did research on heuristics evolve?" Humanities and Social Sciences Communications. | 2023 | Yes | No |
| Tier 4 | Iyengar, S., Jiang, W. & Huberman, G. "How Much Choice is Too Much? Contributions to 401(k) Retirement Plans." In Mitchell, O. & Utkus, S. (eds.), Pension Design and Structure, Oxford University Press. Roughly 800,000 employees. | 2004 | Yes | No |
| Tier 4 | Jaakkola, E. et al. "Customer referencing as business actor engagement behavior: Creating value in and beyond triadic settings." Industrial Marketing Management. | 2019 | Yes | No |
| Tier 4 | Jayashankar, P. et al. "IoT adoption in agriculture: the role of trust, perceived value and risk." Journal of Business & Industrial Marketing. N=492. | 2018 | Yes | No |
| Tier 4 | Johnson, D. & Grayson, K. "Cognitive and affective trust in service relationships." Journal of Business Research. | 2005 | Yes | No |
| Tier 4 | Johnson, E.J. & Goldstein, D. "Do Defaults Save Lives?" Science. | 2003 | Yes | No |
| Tier 4 | Kahneman, D. & Tversky, A. "Prospect Theory: An Analysis of Decision under Risk." Econometrica 47(2), 263-292. | 1979 | Yes | No |
| Tier 4 | Kahneman, D., Knetsch, J. & Thaler, R. "Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias." Journal of Economic Perspectives 5(1), 193-206. | 1991 | Yes | No |
| Tier 4 | Krijestorac, H. et al. "Decisions Under the Illusion of Objectivity: Digital Embeddedness and B2B Purchasing." Production and Operations Management. | 2021 | Yes | No |
| Tier 4 | Kull, T. et al. "Supplier Selection Behavior Under Uncertainty: Contextual and Cognitive Effects on Risk Perception and Choice." Decision Sciences. | 2014 | Yes | No |
| Tier 4 | Kumar, A. et al. "Impact of Buying Groups on Buyer-Supplier Relationships: Group-Dyad Interactions in Business-to-Business Markets." Journal of Marketing Research. | 2023 | Yes | No |
| Tier 4 | Kumar, P. et al. "Managing buyer experience in a buyer-supplier relationship in MSMEs and SMEs." Annals of Operations Research. | 2022 | Yes | No |
| Tier 4 | Ladin, K. et al. "DART decision aid for older patients considering dialysis: multicenter randomized controlled trial." Annals of Internal Medicine. | 2022 | Yes | No |
| Tier 4 | Liu, H. et al. "The effects of promotional package frames and price strategies on inaction inertia." Psychology & Marketing. | 2018 | Yes | No |
| Tier 4 | Liu, W. et al. "Service capacity procurement of logistics service supply chain with demand updating and loss-averse preference." Applied Mathematical Modelling. | 2019 | Yes | No |
| Tier 4 | Liu, Y. et al. "Value-Based Selling Capability: Antecedents and Implications for B2B Sales Performance." Journal of Business-to-Business Marketing. | 2023 | Yes | No |
| Tier 4 | Luan, S., Reb, J. & Gigerenzer, G. "Ecological Rationality: Fast-and-Frugal Heuristics for Managerial Decision Making under Uncertainty." Academy of Management Journal. | 2019 | Yes | Yes |
| Tier 4 | Magno, F. & Cassia, F. "Establishing thought leadership through social media in B2B settings." Journal of Business & Industrial Marketing. | 2019 | Yes | No |
| Tier 4 | Malthouse, E. et al. "Evidence that digital content marketing investments produce won opportunities at a B2B consulting firm." Industrial Marketing Management. Four-year panel. | 2017 | Yes | No |
| Tier 4 | Mayer, R., Davis, J. & Schoorman, F. "An Integrative Model of Organizational Trust." Academy of Management Review 20(3), 709-734. | 1995 | Yes | No |
| Tier 4 | Mir, S. et al. "Understanding Supplier Switching Behavior: The Role of Psychological Contracts in a Competitive Setting." Journal of Supply Chain Management. | 2017 | Yes | No |
| Tier 4 | Mora Cortez, R. et al. "How LinkedIn content drives B2B firm performance." Journal of Business Research. 106-week panel. | 2023 | Yes | No |
| Tier 4 | Morwitz, V., Steckel, J. & Gupta, A. "When do purchase intentions predict sales?" International Journal of Forecasting. | 2006 | Yes | No |
| Tier 4 | Mullins, R. et al. "Buyer-seller uncertainty: a systematic review and future research directions." Journal of Personal Selling & Sales Management. | 2023 | Yes | No |
| Tier 4 | Newell, B. & Shanks, D. "Empirical tests of a fast-and-frugal heuristic: Not everyone takes-the-best." Organizational Behavior and Human Decision Processes. | 2003 | Yes | Yes |
| Tier 4 | Nguyen, P. et al. "Analyzing sales proposal rejections via machine learning." Journal of Personal Selling & Sales Management. 113 failures, more than 1,500 pages of transcripts. | 2022 | Yes | No |
| Tier 4 | Ozanne, K.M. et al. "Effectiveness of shared decision making strategies for stroke prevention in atrial fibrillation: cluster randomised controlled trial." BMJ. N=1,117. | 2025 | Yes | No |
| Tier 4 | Parmaksiz, K., Van De Bovenkamp, H.M. & Bal, R. "Does structural form matter? A comparative analysis of pooled procurement mechanisms for health commodities." Globalization and Health 19. | 2023 | Yes | No |
| Tier 4 | Pelaez, A. et al. "Effects of Perceived Risk on Intention to Purchase: A Meta-Analysis." Journal of Computer Information Systems. | 2019 | Yes | Yes |
| Tier 4 | Peng, M. et al. "How Does Information Overload Affect Consumers' Online Decision Process? An Event-Related Potentials Study." Frontiers in Neuroscience. | 2021 | Yes | No |
| Tier 4 | Pical, J. et al. "The Role of Cognitive Bias and Digital Trust in Bidding Systems on Fair Vendor Selection in Logistics." ICIEFS Proceeding. N=255. | 2025 | Yes | No |
| Tier 4 | Polites, G.L. & Karahanna, E. "Shackled to the Status Quo: The Inhibiting Effects of Incumbent System Habit, Switching Costs, and Inertia on New System Acceptance." MIS Quarterly. | 2012 | Yes | No |
| Tier 4 | Pöyry, E. et al. "Effectiveness of value calculators in B2B sales work: Challenges at the sales-call level." Journal of Business Research. | 2021 | Yes | Yes |
| Tier 4 | Ritov, I. & Baron, J. "Status-Quo and Omission Biases." Journal of Risk and Uncertainty 5(1), 49-61. | 1992 | Yes | No |
| Tier 4 | Ronchetto, J.R., Hutt, M. & Reingen, P.H. "Embedded Influence Patterns in Organizational Buying Systems." Journal of Marketing 53, 51-62. | 1989 | Yes | No |
| Tier 4 | Salonen, A. et al. "Engaging a product-focused sales force in solution selling." Journal of the Academy of Marketing Science. | 2020 | Yes | No |
| Tier 4 | Samuelson, W. & Zeckhauser, R. "Status quo bias in decision making." Journal of Risk and Uncertainty 1(1), 7-59. | 1988 | Yes | No |
| Tier 4 | Shaik, M. et al. "Opportunity Management for B2B Service Organizations: A Theory-Informed Decision Support Framework." Production and Operations Management. 4,574 opportunities across 23 countries. | 2025 | Yes | No |
| Tier 4 | Shea, C.M. "A conceptual model to guide research on the activities and effects of innovation champions." Implementation Research and Practice. | 2021 | Yes | No |
| Tier 4 | Siegrist, M., Gutscher, H. & Earle, T.C. "Perception of Risk: The Influence of General Trust, and General Confidence." Journal of Risk Research. | 2005 | Yes | No |
| Tier 4 | Simonson, I. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions." Journal of Consumer Research. | 1992 | Yes | No |
| Tier 4 | Singh et al. "Influence tactics in B2B e-negotiations." Journal of Marketing. | 2020 | Yes | No |
| Tier 4 | Sjöblom, J. "The effect of value-based selling activities on sales success." Replication of the value-calculator null on deal probability. | 2016 | Yes | Yes |
| Tier 4 | Spekman, R.E. & Stern, L.W. "Environmental Uncertainty and Buying Group Structure: An Empirical Investigation." Journal of Marketing. | 1979 | Yes | No |
| Tier 4 | Stevenson, W.B., Pearce, J.L. & Porter, L.W. "The Concept of 'Coalition' in Organization Theory and Research." Academy of Management Review. | 1985 | Yes | No |
| Tier 4 | Terho, H. et al. "Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey." Industrial Marketing Management. | 2022 | Yes | No |
| Tier 4 | Webster, F. & Wind, Y. "A General Model for Understanding Organizational Buying Behavior." Journal of Marketing 36(2), 12-19. | 1972 | Yes | No |
| Tier 4 | Williams, T. et al., Breast Cancer Research and Treatment, 2025; Xing, Y. et al., Nursing in Critical Care, 2024. Boundary-condition synthesis: decision-aid effects non-significant in breast surgery, absent for ICU family members. | 2025 | Yes | Yes |
| Tier 4 | Wu, M. et al. "Unlocking B2B buyer intentions to purchase: Conceptualizing and validating inside sales purchases." Decision Support Systems. | 2023 | Yes | No |
| Tier 4 | Wulf, F. et al. "We have a platform, but nobody builds on it: what influences Platform-as-a-Service post-adoption?" International Journal of Information Systems and Project Management. | 2022 | Yes | No |
| Tier 4 | Zhang, Z. "Cognitive Biases in Negotiation Tactics: Practical Applications of Psychological Framings and Anchors in Negotiation." Advances in Economics, Management and Political Sciences. | 2025 | Yes | No |
| Tier 3 | 6sense. B2B Buyer Experience Report. More than 4,000 B2B buyers. | 2025 | No | No |
| Tier 3 | Adamson, B., Dixon, M., Spenner, P. & Toman, N. The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. Portfolio/Penguin (CEB). ISBN 9781591848158. | 2015 | No | No |
| Tier 3 | Challenger Inc. Sales research. No-decision outcomes at 53 percent of lost opportunities. | 2024 | No | No |
| Tier 3 | Consensus Deep Search literature review, "B2B Purchase Deferral Drivers." Commissioned for this report. 50 papers synthesized from 154,477 screened. | 2026 | No | No |
| Tier 3 | Consensus Deep Search literature review, "Stakeholder Alignment in Organizational Buying Groups." Commissioned for this report. 50 papers from 22 searches. | 2026 | No | No |
| Tier 3 | Consensus Deep Search literature review, "Structured Decision Aids Effectiveness." Commissioned for this report. | 2026 | No | No |
| Tier 3 | CorporateVisions. "B2B Buying Behavior in 2026: 57 Stats and Five Hard Truths That Sales Can't Ignore." | 2026 | No | No |
| Tier 3 | DecisionScope Research Library. Observation from Consensus searches across champion enablement and buying committee queries, May 2026. | 2026 | No | No |
| Tier 3 | DecisionScope Research Library. Observation from Consensus searches across methodology effectiveness queries, May 2026. | 2026 | No | No |
| Tier 3 | Demandbase. B2B Buying Research. Cited in the CorporateVisions 57-stat compilation. | 2025 | No | No |
| Tier 3 | Ebsta x Pavilion. 2024 B2B Sales Benchmark Report. 61 percent of lost deals attributed to buyer indecision. | 2024 | No | No |
| Tier 3 | Ebsta x Pavilion. 2025 GTM Benchmarks. 655,000 opportunities, $48B pipeline, 349 high-performing companies. Some industry summaries cite 4.2M opportunities and $54B, which appears to reference a different or cumulative dataset. | 2025 | No | No |
| Tier 3 | Edelman. "Reaching Beyond the Ready: How Thought Leadership Gets Out-of-Market B2B Buyers Back into the Game." | 2025 | No | No |
| Tier 3 | Emblaze. Sales Performance Research. Cited in the CorporateVisions 57-stat compilation. | 2025 | No | No |
| Tier 3 | Forrester. "The State of Business Buying, 2026: GenAI Is Upending B2B Buying." Forrester Buyer Insights, January 21. Nearly 18,000 global business buyers. | 2026 | No | No |
| Tier 3 | Forrester. "The State Of Business Buying: Companies Still Struggle To Meet Buyer Expectations." More than 16,000 global business buyers. | 2024 | No | No |
| Tier 3 | Forrester. Business Trust Survey. Surfaced in "Are B2B Buyers Cowards? The Importance Of Trust" and the gated report "Leverage Trust To Overcome Defensive Decision-Making" (RES178046). | 2023 | No | No |
| Tier 3 | G2. "The Answer Economy," April 15. N=1,076 B2B software buyers. | 2026 | No | No |
| Tier 3 | Gartner. "Gartner Reveals New B2B Sales Approach to Win in Today's Information Age." Press Release, July 29. | 2019 | No | No |
| Tier 3 | Gartner. "Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience." Press Release, June 25. | 2025 | No | No |
| Tier 3 | Gartner. "Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience." Press Release, March 9. | 2026 | No | No |
| Tier 3 | Gartner. "Gartner Sales Survey Finds 74% of B2B Buyer Teams Demonstrate Unhealthy Conflict During The Decision Process." Press Release, May 7. Survey of 632 B2B buyers, August-September 2024. | 2025 | No | No |
| Tier 3 | Gartner. "Gartner Says By 2030 that 75% of B2B Buyers Will Prefer Sales Experiences that Prioritize Human Interaction Over AI." Press Release, August 25. | 2025 | No | No |
| Tier 3 | Gartner. B2B buyer decision-confidence research. High-confidence buyers 10 times more likely to make a high-quality, low-regret purchase. | 2019 | No | No |
| Tier 3 | Gartner. B2B buying research. 77 percent of buyers describe their most recent purchase as very complex or difficult. | 2019 | No | No |
| Tier 3 | Gartner. B2B buying research. Six to ten decision-makers per purchase. | 2024 | No | No |
| Tier 3 | Gartner. B2B information consistency research. 25 percent of buyers who rated vendor information highly consistent reported a low-regret purchase. | 2024 | No | No |
| Tier 3 | Gartner. Buyers spend 17 percent of the total buying process with any single vendor. | 2023 | No | No |
| Tier 3 | Gong Labs. "The Best Sales Insights of 2024." Analysis of Gong platform conversation data, including 300M cold calls for the outbound findings. | 2024 | No | No |
| Tier 3 | HubSpot. "State of Marketing 2026 Report: AI, Brand POV & Human-Led Growth." 1,505 marketers across North America, Europe, Asia, and Australia, surveyed September 2025 with Datalily. | 2026 | No | No |
| Tier 3 | HubSpot. Sales Statistics 2026. Survey of more than 1,000 sales reps. | 2026 | No | No |
| Tier 3 | Landbase. 2026 Win Rate Benchmark Report. 21 percent across all deals, 29 percent on qualified opportunities. | 2026 | No | No |
| Tier 3 | Metricus AI Buyer Behavior Research; TraxTech/TechTarget; IncreaWorks Decision Maker Evaluation Study. Aggregated. | 2025 | No | No |
| Tier 3 | Punch B2B and pclub.io champion research summaries. Aggregated; not a single peer-reviewed study. | 2025 | No | No |
| Tier 3 | Wynter. "How CFOs and CTOs buy B2B software in 2025." Survey of 200 finance and technology leaders at companies above $50M revenue. | 2025 | No | No |