B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
40%
40% -- no decision rate for B2B deals (2025)
Between 40% and 60% of B2B deals end in no decision.
- Reported as a range of 40% to 60%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
40%
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/Forrester/McKinsey/HBR (unspecified)
Primary
Tier C
https://www.lionreach.com/landing-page/whitepaper/decision-friction-the-invisible-force-slowing-down… ↗
Source Article
DECISION FRICTION: THE INVISIBLE FORCE SLOWING DOWN B2B BUYING CYCLES
DECISION FRICTION: THE INVISIBLE FORCE SLOWING DOWN B2B BUYING CYCLES
Executive Summary
In B2B markets, revenue does not disappear because buyers fail to understand value. It disappears because decisions become difficult to own. Across industries and deal sizes, a recurring late-stage pattern emerge…
Original Research
Gartner/Forrester/McKinsey/HBR (unspecified)
· Original study ↗
Methodology
Range reported (40-60%); midpoint used. Cited as research from credible sources including Gartner, Forrester, McKinsey, HBR.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B deals: 40% no decision rate. Source: Gartner/Forrester/McKinsey/HBR (unspecified) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-deals-no-decision-40-60
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<blockquote cite="https://lighthousedata.io/data/b2b-deals-no-decision-40-60" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- no decision rate for B2B deals<br><small>Source: Gartner/Forrester/McKinsey/HBR (unspecified) (2025) · <a href="https://lighthousedata.io/data/b2b-deals-no-decision-40-60" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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