What the data says about how B2B deals actually get decided

Minoa's data report on how buying groups actually decide, built on roughly one million opportunities of Minoa research alongside Forrester, Gartner and Ebsta data. Its central finding is that the decision unit is the group, not the buyer: 13 internal and 9 external stakeholders on average, and content tailored to individuals has a 59% negative impact on group consensus.

Matched by deal size, $100k to $500k deals with a business case won 42% of the time versus 23% without, and above $500k it was 58% versus 26%, across roughly one million opportunities. Across 818 closed deals, win rate rose from 39% when one person on the buyer's side opened the business case to 53% when two did.

To indecision, not to competitors. Ebsta and Pavilion looked at 4.2 million opportunities and found 61% of lost deals were lost to indecision versus 14% to a named competitor. Under 1% of deals carry a business case, yet roughly half of closed deals above $100k do.

Yes. The research report, the buyer's guide and the frameworks are all free to read, and the report is downloadable. Conversations on Value, our interview series with practitioners who run business value functions, is free to watch.

Value engineering leaders, CROs and VPs of Sales, enablement leads, and RevOps teams responsible for whether a value motion actually runs. The research is method-first, so it is written to be argued with rather than quoted uncritically.