B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- share of buying decision completed before contacting vendor for B2B buyers (2026)
According to Forrester, 80% of a buyer's decision is made prior to contacting a company.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
80%
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
Forrester
Primary
Tier C
https://podymos.com/learning-center/5-ways-to-shorten-your-medtech-sales-cycles ↗
Source Article
5 ways to shorten your MedTech sales cycles
5 ways to shorten your MedTech sales cycles
MedTech sales cycles are long. But in most cases, they’re longer than they need to be, and the reason is simpler than you might think.
Sales teams are spending a huge amount of time answering the same questions again and again: the issues, fears and concer…
Original Research
Forrester
· Original study ↗
Methodology
Cited by Podymos as a Forrester finding; original methodology not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 80% share of buying decision completed before contacting vendor. Source: Forrester (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/forrester-buyer-decision-before-contact
HTML Embed
<blockquote cite="https://lighthousedata.io/data/forrester-buyer-decision-before-contact" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- share of buying decision completed before contacting vendor for B2B buyers<br><small>Source: Forrester (2026) · <a href="https://lighthousedata.io/data/forrester-buyer-decision-before-contact" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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