Medium signal
B2B
Analyst noteB2B buying committees expand as procurement scrutiny grows
6 min readNorth America2026-09-16Subscriber
What happened
Enterprise software deals are taking longer as finance, security, legal, and business owners join evaluation earlier.
Why it matters
Demand programmes built around a single champion may underperform when consensus-building content is missing.
What to do next
Map assets by stakeholder, add risk-reduction proof points, and make internal forwarding easier for champions.