Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
Forrester's 2026 buyer research says a typical B2B purchase involves 13 internal stakeholders plus nine external influencers.
What the source says
The typical buying decision now includes 13 internal stakeholders and nine external influencers, with that number rising for more complex or strategic purchases.
Forrester — The State Of Business Buying, 2026 (Jan. 21, 2026)
- Commonly cited as
- "B2B buying groups have 22 people"
- True origin
- Forrester — The State Of Business Buying, 2026 (Jan. 21, 2026)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2026
- Data as of
- January 2026
- Last checked
- Method & sample
- Forrester's annual B2B buyer survey (sample details in the paid report).
- Drift between quote and source
- 13 internal plus 9 external; adding them into a '22-person buying group' misreads it
- Interest
- Forrester sells B2B research and advisory services.