Inside the Buying Committee: How Procurement Really Builds Consensus on New Solutions “Winning a deal in B2B isn’t about the best product — it’s about the best alignment. Procurement doesn’t buy in a straight line; they buy by consensus.” Procurement teams aren’t single decision-makers. They’re buying ecosystems, complex webs of influencers, approvers, skeptics, and blockers, each with their own risk thresholds and political agendas.
And if you’re marketing to procurement like it’s one person, you’re already losing the room. By 2026, buying decisions inside procurement are less about price and more about internal alignment. Understanding how those decisions are made and who actually makes them is now a marketer’s competitive edge.