B2B SaaS buying committee size: benchmarks by deal size and region
- Forrester's State of Business Buying 2024 puts the average B2B buying decision at 13 people, with 89% of purchases involving two or more departments.
- Published B2B SaaS ranges, with no sample stated, rise from 5 to 8 stakeholders at $25,000 to $100,000 to 10 to 15 at $250,000 to $1M.
- The same ranges show larger groups and more procurement involvement outside the US, with India at 9 to 15 stakeholders and 85% to 94% procurement involvement.
- In an audit of 56 LinkedIn Ads accounts, decision-makers received 33% of budget against a target of 60% or more.
More than most campaigns plan for. Forrester's State of Business Buying 2024 reports that, on average, 13 people are involved in a B2B buying decision. Published ranges for B2B SaaS rise with contract size: 5 to 8 stakeholders for contracts of $25,000 to $100,000, 7 to 10 for $100,000 to $250,000, and 10 to 15 for $250,000 to $1M. Groups are larger, and procurement more involved, outside the US.
The Forrester figures come from its press release for The State Of Business Buying, 2024, dated December 4, 2024, which does not state a sample size. The ranges by contract size and region come from B2B SaaS Buying Committee Size Benchmarks 2026, published by GrowthSpree with no sample or method stated. The LinkedIn figures come from The State of Wasted LinkedIn Ads Spend in B2B SaaS (GrowthSpree, June 2026), an audit of 56 accounts and $9.4M in spend.
How many people are on a B2B SaaS buying committee?
Between about 5 and 15 in published B2B SaaS ranges, depending on contract size. Forrester's cross-industry average is 13.
| Contract size | Stakeholders | Sales cycle |
|---|---|---|
| $25,000 to $100,000 | 5 to 8 | 49 to 84 days |
| $100,000 to $250,000 | 7 to 10 | 84 to 126 days |
| $250,000 to $1M | 10 to 15 | 126 to 180 days |
These are published ranges with no sample or method stated, so they show direction rather than precise values. The pattern is consistent: each step up in contract size adds people and weeks.
What does Forrester's research add?
A wider view of how B2B buying works. Forrester's State of Business Buying 2024 press release gives four figures:
| Finding | Figure |
|---|---|
| People involved in the buying decision, on average | 13 |
| Purchases involving two or more departments | 89% |
| Purchases that stall during the buying process | 86% |
| Buyers dissatisfied with their chosen provider | 81% |
The release does not state a sample size or break the figures down by industry. Forrester says its annual surveys reach more than 700,000 people overall, but that is not the sample for this report.
How does buying committee size differ by region?
It grows outside the US, and procurement is involved in more deals. The same published B2B SaaS benchmarks give these regional ranges, again with no sample stated.
| Region | Stakeholders | Deals with procurement involved | Sales cycle compared with the US |
|---|---|---|---|
| US | 6 to 11 | 62% to 78% | Baseline |
| UK and Ireland | 7 to 12 | 72% to 85% | 8% to 14% longer |
| LATAM | 7 to 12 | 75% to 86% | 10% to 18% longer |
| EMEA excluding UK | 7 to 13 | 78% to 88% | 12% to 22% longer |
| APAC (Japan, Singapore, Australia) | 8 to 14 | 82% to 92% | 18% to 32% longer |
| India | 9 to 15 | 85% to 94% | 22% to 38% longer |
The source describes decision styles in a few words each: the US as "Faster decisions, smaller committees", APAC as "Consensus culture; longer cycle" and India as "Collective decision-making + cost focus". It gives no Middle East figures.
Which roles make up the committee?
The roles repeat even when titles differ. HubSpot's Buying role property, part of its ABM tools, includes Decision Maker, Budget Holder and Blocker among its defaults and lets teams add their own.
| Role | Part in the purchase |
|---|---|
| Champion | Pushes for the purchase inside the company |
| Decision maker | Makes the final call |
| Budget holder | Owns the money |
| User or evaluator | Tests the product |
| Technical reviewer | Checks security and integration |
| Procurement or legal | Negotiates terms |
| Blocker | Can stop the deal |
In a 10-person committee, several people may hold the same role, and one person may hold two. Mapping roles matters more than counting heads. The mapping method is on the buying groups page.
Why do campaigns reach the wrong part of the committee?
Because default targeting drifts toward people who do not buy. The 2026 audit of 56 LinkedIn Ads accounts found decision-makers received 33% of budget, against a target of 60% or more.
- Individual contributors and entry-level staff took 36% of budget. The report argues that LinkedIn's "Senior" tier "usually means individual contributor."
- Only about 22% of spend targeted by job function reached the ideal customer roles.
- 20% of spend reached companies with fewer than 50 employees.
A larger committee makes this worse, not better. More roles to reach means more chances for default targeting to fill the budget with the wrong ones. The fixes are on the ABM on LinkedIn page.
What does committee size mean for an ABM program?
Three practical consequences.
- Fewer accounts per person. Reaching 12 people in an account takes more time than reaching 6, so larger contracts mean shorter target lists for the same team. The calculation is in how many target accounts should an ABM program have.
- Messages by role. A budget holder and a technical reviewer need different proof. One message for the whole account reaches neither well.
- Longer measurement windows. Cycles of 126 to 180 days at the largest contract sizes mean ABM results take roughly one and a half to two quarters to show in revenue.
What are the limits of this data?
Forrester's press release and the B2B SaaS buying committee ranges state no sample on the pages read. Forrester's figures cover B2B buying across industries, not B2B SaaS alone. The B2B SaaS ranges by contract size and region come from a publisher that states no method. The LinkedIn audit covers 56 accounts and $9.4M in spend, with no calendar period stated. The figures are useful for direction and planning, not as precise targets.
FAQ
What is the average size of a B2B buying committee?
Forrester's State of Business Buying 2024 reports that, on average, 13 people are involved in a B2B buying decision. Published ranges for B2B SaaS, with no sample stated, run from 5 to 8 stakeholders at $25,000 to $100,000 to 10 to 15 at $250,000 to $1M.
Does buying committee size grow with deal size?
Yes, in published B2B SaaS ranges that state no sample. They give 5 to 8 stakeholders for contracts of $25,000 to $100,000, 7 to 10 for $100,000 to $250,000 and 10 to 15 for $250,000 to $1M. Sales cycles lengthen from 49 to 84 days up to 126 to 180 days.
Are buying committees larger outside the US?
In published B2B SaaS ranges, yes. They give 6 to 11 stakeholders in the US against 9 to 15 in India and 8 to 14 in APAC. Procurement is involved in 62% to 78% of US deals and 85% to 94% of Indian deals. No sample is stated.
How often do B2B purchases stall?
Forrester's State of Business Buying 2024 reports that 86% of B2B purchases stall during the buying process, and that 89% of purchases involve two or more departments. The press release does not state a sample size or give figures for software purchases separately.
How should a B2B SaaS team map a buying committee?
Start from recent closed deals and list who took part and in what role. Record each contact's role in the CRM, for example with HubSpot's Buying role property, then check each target account for missing roles. Outreach and ads can then be planned for the gaps.
Conclusion
A B2B SaaS buying committee grows with the contract. Forrester's cross-industry average is 13 people, and published B2B SaaS ranges run from 5 to 8 at smaller contracts to 10 to 15 at $250,000 to $1M, with larger groups and more procurement outside the US. None of these figures has a stated sample, but they all point the same way. ABM programs need to map roles, reach more than one person per account and plan for longer cycles as deals grow.
Sources
- The State Of Business Buying, 2024. Forrester, December 4, 2024.
- B2B SaaS Buying Committee Size Benchmarks 2026. GrowthSpree. Published ranges, no sample or method stated.
- The State of Wasted LinkedIn Ads Spend in B2B SaaS: An Audit of 56 Accounts and $9.4M in Spend. GrowthSpree, June 2026.
- Set up account-based marketing in HubSpot. HubSpot Knowledge Base.
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