B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
40%
40% -- no decision rate for B2B buying decisions (2026)
Between 40% and 60% of qualified B2B sales deals end in no decision.
- Reported as a range of 40% to 60%
- Applies to deals considered qualified
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
inthefunnel.com
Primary
Tier C
https://www.inthefunnel.com/thesellingwellpodcasts/2026/6/5/framemaking-sale-improving-the-buying-ex… ↗
Source Article
Framemaking Sale: Improving The Buying Experience With Brent Adamson — In The Funnel
The real problem in sales is not in the buyer’s trust in a supplier, but their confidence in themselves to make a sound purchasing decision. With the usual buying journey extremely messy and complicated, world-renowned B2B sales researcher Brent Adamson offers a solution: the Framemaking Sale. He jo…
Original Research
inthefunnel.com
· Original study ↗
Methodology
Range 40%-60% of B2B buying processes end in no decision; midpoint used. Cited on podcast referencing prior research (e.g., Jolt Effect / Matt Dixon research).
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buying decisions: 40% no decision rate. Source: inthefunnel.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-no-decision-rate-40-60
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-no-decision-rate-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 buying decisions<br><small>Source: inthefunnel.com (2026) · <a href="https://lighthousedata.io/data/b2b-no-decision-rate-40-60" 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.