B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
56%
56% -- share of deals lost to indecision not status quo for B2B sales deals lost to no decision (2026)
56% of B2B sales deals lost to 'no decision' are lost to customer indecision rather than preference for the status quo.
- Based on analysis of 2.5 million recorded sales conversations in The JOLT Effect
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
56%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
2,500,000
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
Dixon and McKenna (JOLT Effect)
Primary
Tier C
https://yourmachine.co/blog/six-stage-sales-system-expertise-firms ↗
Source Article
The Deal Is Decided Early: A Six-Stage Sales System for Expertise Firms | Your Machine
The Deal Is Decided Early: A Six-Stage Sales System for Expertise Firms
Five of the most rigorously researched sales methodologies ever published each cover one stretch of a complex services deal — and go quiet on the rest. Chain VITO, Challenger, SPIN, Gap Selling, and the JOLT Effect into a relay,…
Original Research
Dixon and McKenna (JOLT Effect)
· Original study ↗
Methodology
Dixon and McKenna's analysis of 2.5 million recorded sales conversations (JOLT Effect), as cited
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B sales deals lost to no decision: 56% share of deals lost to indecision not status quo. Source: Dixon and McKenna (JOLT Effect) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/no-decision-losses-56-percent
HTML Embed
<blockquote cite="https://lighthousedata.io/data/no-decision-losses-56-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>56%</strong> -- share of deals lost to indecision not status quo for B2B sales deals lost to no decision<br><small>Source: Dixon and McKenna (JOLT Effect) (2026) · <a href="https://lighthousedata.io/data/no-decision-losses-56-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.