Buying Committee
Also: Buying GroupDecision-Making UnitDMU
The group of people inside an account who collectively influence and decide on a purchase.
Why it matters
Most B2B deals are not made by one person, they are made by a committee with different roles: the user, the champion, the economic buyer, the technical evaluator, and the blockers. Marketing that speaks to only one of them stalls when the others raise objections. Recognising the full committee is essential to moving a deal.
What good looks like
Research consistently shows enterprise deals involve many stakeholders, often six to ten. The practical benchmark is whether your marketing and sales motion addresses each key role's concerns, or only the champion's.
Related terms
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