Targeting
Buying Committee
The group of people inside a company who collectively approve a B2B purchase.
What is a buying committee?
The buying committee is every person who has to say yes, or can say no, before a B2B deal closes. For software and services deals above a few thousand euros a month, it is almost never one person.
Typical committee for a B2B SaaS or dev agency deal
| Role | What they care about |
|---|---|
| Economic buyer | Budget, return, risk |
| Technical evaluator | Fit, integration, maintenance |
| End user | Daily workflow, time saved |
| Procurement or finance | Terms, security, contract |
| Blocker | Whatever they already own |
Why single-threaded deals stall
If your only contact leaves, goes quiet, or fails to sell it internally, the deal dies and you never learn why. Reaching two or three people in the same account is the single cheapest insurance in outbound.
// THREADING EFFECT
single_contact: deal survives contact churn ~40% of the time
three_contacts: deal survives contact churn ~80% of the time
How to reach the committee without spamming it
Message different people with different angles, spaced out over weeks, and never mention the other conversation until it is natural. A CTO and a Head of Growth should not receive the same paragraph.
Related reading: Multi-Threading and Decision-Maker Access.
Frequently Asked Questions
- How many people are in a B2B buying committee?
- For mid-market software and services deals, typically three to seven people. The number rises with deal size, security review, and regulated industries.
- Should I contact more than one person at the same company?
- Yes. Space the messages out, change the angle per role, and keep each one relevant to that person's job. Single-threaded deals die when your one contact goes quiet.