Glossary Prospecting
What is a buying committee in B2B?
Also called Buying group
A buying committee is the group of people at a company who influence or approve a purchase, typically including the decision maker, the people who will use the product, and stakeholders from finance, IT or legal.
Gartner research has long put a typical B2B buying group at six to ten people. Each brings different questions: users ask whether it works, finance asks what it costs, IT asks whether it is safe.
Reaching one person well, then asking who else should be involved, usually works better than emailing the whole committee at once.
Why it matters
- Deals stall when someone with a veto was never involved.
- Each member needs a different reason to say yes.
- Mapping the committee shows where to start and who to ask about next.
How Reach Crew handles it
Scout finds the person in the role you name, and Writer drafts one email for that one reader. To reach another member of the committee, set a goal for that role; Reach Crew leaves out people you already talk to and anyone listed twice.
Related terms
- Decision maker. A decision maker is the person at a company with the authority to approve a purchase or a change, usually...
- Ideal customer profile. An ideal customer profile (ICP) is a description of the type of company that gets the most value from what you...
- Personalization. Personalization in cold email is writing each message around something specific and true about the recipient...
- Template: A customer expansion email to a second team or site