B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
17%
17% -- share of buying journey spent with suppliers for B2B buyers (2025)
B2B buyers spend only 17% of their total purchase journey meeting with potential suppliers combined.
- Time is split across all potential suppliers being considered
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
17%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://www.mqlmagnet.com/post/buyer-fatigue-enterprise-sales-partners-over-pitches ↗
Source Article
Buyer Fatigue in Enterprise Sales: The Case for Partners Over Product
Buyer Fatigue in Enterprise Sales and the Case for Partners Over Pitches
Updated: Jul 12
Key takeaways Buyer fatigue comes from prepackaged pitches aimed at problems the seller never understood. Buyers spend only 17% of their journey with all suppliers combined, and 75% prefer rep-free buying, per G…
Original Research
Gartner
· Original study ↗
Methodology
Gartner research on the B2B buying journey, cited secondhand
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 17% share of buying journey spent with suppliers. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-time-with-suppliers-17
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-buyer-time-with-suppliers-17" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>17%</strong> -- share of buying journey spent with suppliers for B2B buyers<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/b2b-buyer-time-with-suppliers-17" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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