Gartner: typical B2B buying group is 6-10 decision-makers; ~95% revisit earlier decisions (CSO Update, 2019)

Claim: Gartner ("The New B2B Buying Journey and Its Implications for Sales", CSO Update 2019):

• Typical B2B buying group includes 6-10 decision-makers
• ~95% of buying groups revisit earlier decisions as new information emerges

Source: Gartner CSO Update 2019, accessible summary at https://www.gartner.com/en/sales/insights/b2b-buying-journey

Confidence: Verified (Gartner-attributed; widely cited in secondary sources).

Implication for IA: A page seen by one decision-maker today will be re-visited by 5-9 others over weeks. Implications:

• URL stability is non-negotiable (links shared internally must not 404)
• Case studies should be reachable from multiple entry points (different roles search differently)
• The "we sent this around" reading experience matters — pages should stand alone, with their context not implicit

Cross-references: Related to Extractability: a quotable paragraph leads with the answer, is 40-60 words, lives under semantic HTML, and names entities concretely (each section self-contained) — the same property that helps AI extraction helps the deck-getting-forwarded-internally reading experience.