Forrester’s State of Business Buying, 2026 finds the typical buying decision now involves 13 internal stakeholders and nine external influencers. Procurement is a decision-maker in 53% of buying cycles. More than 60% of buyers run a trial before they commit.
What the article says
Forrester finds that generative AI search is now the starting point for B2B buyers, but answer engines often deliver incomplete or unreliable information, so buyers seek validation from trusted sources and human contact. Buying groups average 13 internal stakeholders and nine external influencers. Procurement professionals are decision-makers in 53% of business buying cycles and engage from the start of the process. More than 60% of business buyers use trials to evaluate solutions, rising to 78% for purchases of $10 million or more. Barbara Winters, vice president and principal analyst at Forrester: “B2B buyers are under immense pressure to justify investments and minimize risk.”
Why it matters at the top of the house
For a manufacturer, the sales cycle is not a conversation with one buyer. It is a campaign across 22 people, most of whom the rep will never meet, with procurement in the room from the first day. That is what the website, the distributor’s portal, and the case studies are for. The trial numbers are a question for the plant as much as the sales team: how fast can a prospect get a sample, a pilot run, or a demo?
Source: Forrester, “Forrester’s 2026 Buyer Insights: GenAI Is Upending B2B Buying As Leaders Face Mounting Pressure To Justify Every Dollar Spent,” press release, January 21, 2026. Research: Forrester, The State Of Business Buying, 2026. The Marketing Table shares the link and a note on why it matters; the article and its copyright belong to the publisher.
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