THE PRINCIPLES OF BUYABILITY: WHY STRONG DEALS STALL AND WHAT SEPARATES THE VENDORS WHO GET CHOSEN

Summary from the TLDR Marketing newsletter

B2B deals are more likely to close when the purchase feels safe and defensible, not just superior. About 40% of deals stall because buying groups cannot agree, and 81% go to vendors already familiar to most stakeholders. Finance, legal, and procurement teams control roughly 50% of decision influence, making cross-functional trust critical. Buyers are 3X more likely to choose a heavily recommended vendor than one with a better product or lower price.