Decision code: The new reality of B2B buying

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The way people buy has changed, and the best sales teams are changing with them

Our newest report decodes what it takes to win in today’s B2B buying environment, including why 9 in 10 winners were already on the initial shortlist.

How do buyers make purchasing decisions? Why do they choose one supplier over another? And what do winning sellers do differently? Niklas Sjögren, CMO at Mercuri International, shares why you should download our newest report, Decision code: The new reality of B2B buying.

Let’s start decoding. Download the report.

Based on insights from our global B2B buying study, this new research report explores how buying behaviour is evolving, what influences purchasing decisions, and where sales professionals have the biggest opportunities to improve results.

The quantitative study draws on self-reported experiences from recent B2B purchases, covering everything from traditional product purchases to complex decisions involving multiple stakeholders, risks, and implementation consequences.

Together with industry expert and futurist Henrik Larsson Broman, we analysed hundreds of complex B2B buying deals to uncover what drives successful purchasing decisions. The report combines buyer perspectives with insights from our broader research and previous studies.

Download full report

Decision code: The new reality of B2B buying report

Our global quantitative survey was conducted in April–June 2026 among approximately 150 professionals worldwide, drawing on buyer-reported experiences of recent B2B purchases. The survey included 31 quantitative questions across 7 themes. Respondents were reached through Mercuri International’s network of decision-makers and an open survey distributed through selected channels.

The study covers recent purchasing decisions involving standardised products or services, customised offerings, and fully tailored solutions. Base sizes vary by question. The findings are intended to provide practical insight into modern B2B buying, rather than universal rules of buyer behaviour.

The real buyer is the decision network
B2B buying is no longer controlled by one decision-maker. The real buyer is the network of people who influence, evaluate, approve, block, implement and live with the consequences of the decision.
The real competition starts before the formal process
Buyers form assumptions, define problems, assess risks and build early views of credible suppliers before the visible sales process begins. The shortlist is often shaped before many sellers know there is a deal.
Risk is the hidden force behind slow decisions
Value creates interest, but risk creates hesitation. As perceived risk increases, buying processes become longer, more cross-functional and harder to move forward.
The buyer needs help selling the decision internally
B2B purchases require internal alignment, implementation readiness and stakeholder confidence. The seller’s role is not only to convince the buyer, but to equip the buyer to convince the organisation.
AI makes buyers more informed — not necessarily more confident
AI can help buyers search, compare and prepare. But it does not remove the human burden of trust, accountability, risk and internal alignment. Human sales must raise the standard for insight and confidence.
Buyers value sellers who help them make progress
Buyers already have access to information. What they value is help making sense of the decision: clarifying the problem, understanding trade-offs, reducing uncertainty and building confidence to act.