👉 CFO worrying about the budget
👉 CMO thinking about positioning
👉 Head of Ops dreading implementation
👉 And the lonely persona you're targeting who actually wants your solution
It’s not a persona problem. It’s a consensus problem. You have to convince 11 people on average to choose you.
Bain and LinkedIn analyzed 550+ B2B deals to find that:
▪️ 40% of deals get stuck because the group can’t agree
▪️ 81% of winning vendors were already well-known to the whole group
▪️ 62% rejected the lesser-known vendor, even when the product was better
▪️ 48% said no to the best solution because it was simply too hard to convince everyone
Leads don't die in the pipeline because your value prop isn't clear. They die because not enough people in the room believe in it.
👉 B2B marketers should target entire buyer committees instead of just the budget holders.
Because great marketing doesn’t just win over one person. It helps the whole room say yes.
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