B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
57%
57% -- buying cycle completed before sales contact for B2B buyers (2026)
Customers complete 57% of a buying cycle prior to making contact with a sales representative.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
57%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
1,400
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
CEB
Primary
Tier B
https://bizibl.com/marketing/download/adapting-todays-buyer-top-lessons-sales-and-marketing ↗
Source Article
Adapting to Today's Buyer: Top Lessons for Sales and Marketing
Original Research
CEB
· Original study ↗
Methodology
CEB study of more than 1,400 customers
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Cite this stat
Plain Text
B2B buyers: 57% buying cycle completed before sales contact. Source: CEB (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/buying-cycle-completed-before-sales-rep
HTML Embed
<blockquote cite="https://lighthousedata.io/data/buying-cycle-completed-before-sales-rep" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>57%</strong> -- buying cycle completed before sales contact for B2B buyers<br><small>Source: CEB (2026) · <a href="https://lighthousedata.io/data/buying-cycle-completed-before-sales-rep" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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