{
  "schema_version": "1.1",
  "id": "forrester-13-internal-stakeholders-9-external-influencers-2026",
  "slug": "forrester-13-internal-stakeholders-9-external-influencers-2026",
  "url": "https://groundedkit.com/claims/forrester-13-internal-stakeholders-9-external-influencers-2026/",
  "api_url": "https://groundedkit.com/api/claims/forrester-13-internal-stakeholders-9-external-influencers-2026.json",
  "claim": "A typical B2B buying decision involves 13 internal stakeholders and nine external influencers (Forrester, 2026)",
  "commonly_cited_as": "\"B2B buying groups have 22 people\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "medium",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Forrester",
    "title": "The State Of Business Buying, 2026 (Jan. 21, 2026)",
    "year": "2026"
  },
  "quote": "The typical buying decision now includes 13 internal stakeholders and nine external influencers, with that number rising for more complex or strategic purchases.",
  "method": "Forrester's annual B2B buyer survey (sample details in the paid report).",
  "drift": [
    "13 internal plus 9 external; adding them into a '22-person buying group' misreads it"
  ],
  "interest": "Forrester sells B2B research and advisory services.",
  "safe_rephrasing": "Forrester's 2026 buyer research says a typical B2B purchase involves 13 internal stakeholders plus nine external influencers.",
  "sources": [
    {
      "title": "Forrester — The State Of Business Buying, 2026 (press release)",
      "url": "https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "January 2026",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}