{"id":187,"slug":"gartner-6-to-10-decision-makers-2019","title":"Gartner: typical B2B buying group is 6-10 decision-makers; ~95% revisit earlier decisions (CSO Update, 2019)","kind":"reference","scope":"business","status":"current","audiences":["kevin","claude-code","candid-team"],"topics":["agency-methodology","b2b-buying"],"reference_body":"**Claim:** Gartner (\"The New B2B Buying Journey and Its Implications for Sales\", CSO Update 2019):\n\n- Typical B2B buying group includes **6-10 decision-makers**\n- **~95%** of buying groups revisit earlier decisions as new information emerges\n\n**Source:** Gartner CSO Update 2019, accessible summary at <https://www.gartner.com/en/sales/insights/b2b-buying-journey>\n\n**Confidence:** Verified (Gartner-attributed; widely cited in secondary sources).\n\n**Implication for IA:** A page seen by one decision-maker today will be re-visited by 5-9 others over weeks. Implications:\n- URL stability is non-negotiable (links shared internally must not 404)\n- Case studies should be reachable from multiple entry points (different roles search differently)\n- The \"we sent this around\" reading experience matters — pages should stand alone, with their context not implicit\n\n**Cross-references:** Related to [[extractability-paragraph-shape-40-60-words]] (each section self-contained) — the same property that helps AI extraction helps the deck-getting-forwarded-internally reading experience.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"gartner-six-buying-jobs-non-linear","title":"Gartner: B2B buyers complete \"six buying jobs\" in non-linear \"looping\" order","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-ia-multi-vertical-service-business","title":"Research brief: Information architecture for service businesses with multiple verticals (piece 6 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T19:40:49.056Z","updated_at":"2026-05-22T19:40:49.056Z"}