Buying Committee

The group of stakeholders within an organization who influence or make B2B purchasing decisions.

Definition

A buying committee (or buying group) consists of all individuals involved in a B2B purchase decision. This typically includes end users, influencers, budget holders, technical evaluators, and final decision-makers. Enterprise deals often involve 6-10+ committee members, each with different priorities and concerns.

Why It Matters

Selling to a buying committee requires multi-threading—building relationships with multiple stakeholders. If you only engage one contact, you're vulnerable when that person changes roles or priorities shift. Understanding the full committee helps you address all concerns and build consensus.

Examples

End user: Daily operator who will use the product
Influencer: Team lead who recommends solutions
Decision maker: Executive with final authority
Budget holder: Finance stakeholder controlling spend

How Bullseye Helps

Bullseye identifies all individuals from an account who visit your website, not just one contact. This reveals the buying committee as it forms—see when the CFO starts researching alongside the VP of Sales, or when IT joins the evaluation.

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