Monday, Aug 3, 2026 The claims desk. Receipts included. POWERED BY LENZ ↗
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The Claim

In 66% of business-to-business (B2B) sales deals, buyers change their priorities during the sales process.

Verified by Lenz ·

The Short Version

The evidence supports the broad idea that B2B buyers often shift priorities during the sales process, but it does not firmly establish 66% of deals as a general fact. That exact number is tied mainly to one vendor survey, and the strongest other sources cite different, only partly comparable measures such as scope changes or pausing decisions. The claim is directionally credible but overstated in precision and generality.

Caveats

  • The exact 66% figure is not well corroborated by independent, high-authority sources; it appears to come mainly from a single commercially interested survey.
  • The claim generalizes from survey respondents to all B2B sales deals, which is a meaningful denominator mismatch.
  • Some secondary citations reportedly confuse this statistic with unrelated data about buyers feeling overwhelmed by organizational change.

The Receipts

  1. 2019 B2B Buyers Survey Report

    Demand Gen Report (rackcdn-hosted PDF)

  2. 2024 Buyer Behavior Report

    G2 Research

  3. The B2B Buying Journey: Key Stages and How to Optimize Them

    Gartner

  4. The B2B buying journey: What marketing leaders need to know

    CXL

  5. How Enterprise Decision-Makers Buy B2B Software in 2026

    Influ2

  6. B2B Buyer Journey 2026: How Buying Behaviour Changed

    The Higher Pitch

  7. Understanding the B2B Buyer Journey: Key Stages and Why It Matters

    Storylane

  8. What’s Changed in the B2B Buyer Journey in 2026?

    Apollo.io

  9. 2020 B2B Buyers Survey Report

    Demand Gen Report (PDF hosted by rackcdn.com)

  10. 50 B2B Buying Stats That Every Sales Team Should Know (2026)

    Thunderbit

+ 20 more sources — see the full list on Lenz

Filed Under

Business-To-Business Sales

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