B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
70%
70% -- buyer journey completed before sales engagement for B2B buyers (2025)
According to Forrester, buyers complete up to 70% of their journey before engaging with sales.
- The source states 'up to 70%' rather than an exact fixed 70%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
70%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier B
https://plangrowdo.com/b2b-selling/still_not_preparing_for_sales_calls/ ↗
Source Article
Still Not Preparing for Sales Calls? - Plan Grow Do
Published 13 June 2025 · Last updated 15 July 2026
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Still Not Preparing for Sales Calls?You’re Not Just Wasting Time, You’re Wasting Opportunity.
Let’s be honest.
Despite all the research, resources, and reminders, salespeople still aren’t preparing properly for their sales calls. …
Original Research
Forrester
· Original study ↗
Methodology
Forrester research, cited by Plan Grow Do
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 70% buyer journey completed before sales engagement. Source: Forrester (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/forrester-buyer-journey-before-sales-70
HTML Embed
<blockquote cite="https://lighthousedata.io/data/forrester-buyer-journey-before-sales-70" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- buyer journey completed before sales engagement for B2B buyers<br><small>Source: Forrester (2025) · <a href="https://lighthousedata.io/data/forrester-buyer-journey-before-sales-70" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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