B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
40%
40% -- no decision rate for B2B buyers (2026)
In B2B, buyers default to 'no decision' 40% to 60% of the time when they cannot confidently understand why one option is better for their specific situation.
- Reported as a range of 40-60%
- Secondary citation attributing the figure to April Dunford's positioning work
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2026
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
April Dunford
Primary
Tier C
https://fieldmotion.com/blog/stop-saying-great-service/ ↗
Source Article
Stop Saying You Offer Great Service (Everyone Does)
Stop Saying You Offer Great Service (Everyone Does)
-
-
04 Feb, 2026
-
11 min read
-
Here's a question I ask field service business owners all the time: What makes you different?
The answer is almost always some version of the same thing. We provide great service. Our engineers are reliable. We've b…
Original Research
April Dunford
· Original study ↗
Methodology
Range 40-60%; midpoint extracted. Attributed to April Dunford's positioning work.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 40% no decision rate. Source: April Dunford (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-no-decision-rate-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-no-decision-rate-2026" 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 buyers<br><small>Source: April Dunford (2026) · <a href="https://lighthousedata.io/data/b2b-no-decision-rate-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Related Statistics
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.