Buying groups growing larger and procurement becoming more influential says analyst

13th March 2026 |   Journal Of Sales Transformation

The typical buying decision now includes 13 internal stakeholders and nine external influencers, with that number rising for more complex or strategic purchases, according to research and advisory firm Forrester. And, while generative AI is fundamentally reshaping how business buyers discover, evaluate, and purchase products and services, it has also become something of a “double-edged sword” in the buying process.

While searches are the starting point for B2B buyers, leaders are increasingly relying on their internal and external buying networks — comprising colleagues and external influencers, respectively — to justify and de-risk purchasing decisions, the firm says. 

Against the current backdrop of economic, fiscal and geopolitical uncertainty, every investment becomes a high-stakes decision, it suggests. In this uncertain environment, buyers lean on AI for speed and breadth of insight, yet they increasingly validate its output against trusted external sources. “The purchase journey is more rigorous, more collaborative, and far less forgiving of claims without proof,” explains Barbara Winters, VP, Principal Analyst. Trust has become the ultimate currency for B2B buyers. 

Forrester says that trials have become a critical risk-reduction strategy. “More than 60% of business buyers now make use of a trial – ranging from paid bespoke sandboxes to usage-based trial periods – to evaluate potential solutions. It says that this trend is even more pronounced for larger investments, with 78% of buyers who make purchases of $10 million or more engaging in a trial first.

“B2B buyers are under immense pressure to justify investments and minimise risk,” Winters says. 

“As buying groups expand and decision cycles grow, B2B marketers must develop dynamic, role-specific insights that capture how buyers evaluate risk, seek information, and define success for their business purchase. To win in this environment, providers must demonstrate deep understanding of buyer needs, ensure that their claims can be validated through trusted external voices, and design trial experiences that prove long-term business value,” she concludes.