B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
17%
17% -- share of buying process with direct sales interaction for B2B buyers (2025)
Only 17% of the buying process involves direct interaction with sales professionals.
- Secondary citation of unnamed research
Attribution:
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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
2winglobal.com
Primary
Tier C
https://www.2winglobal.com/blog/what-buyers-really-want-how-ai-is-transforming-presales-excellence ↗
Source Article
What Buyers Really Want: How AI is Transforming Presales Excellence
Demo Crime: Why would you want to do that?
Alienating your audience in demos can kill deals. Learn how to avoid this common mistake and ensure your presentations build trust and engagement.
2 min read
2Win! Published Updated
The presales landscape is rapidly evolving, and Demo2Win has responded with…
Original Research
2winglobal.com
· Original study ↗
Methodology
Cited as 'research shows' in vendor blog; original study not named
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers: 17% share of buying process with direct sales interaction. Source: 2winglobal.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/buying-process-sales-interaction-17pct
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<blockquote cite="https://lighthousedata.io/data/buying-process-sales-interaction-17pct" 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 process with direct sales interaction for B2B buyers<br><small>Source: 2winglobal.com (2025) · <a href="https://lighthousedata.io/data/buying-process-sales-interaction-17pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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