Digital Willow

86% of B2B purchases stall before a decision is made. Not because a competitor won. Not because of price. Buying committees revisit research, seek more reassurance and delay making a decision. Momentum fades, even when opportunities remain in your pipeline. This isn't a sales problem. It's a clarity problem. The Touchpoint Report reveals where buyers lose confidence across the complex buying journey, benchmarked across 16+ sectors. Download the free report and discover where your deals are really stalling.

According to 2026 research, 86% of B2B purchases stall before a decision is made. Even more concerning, 81% of buyers end up dissatisfied with the vendor they eventually choose. They're stuck in a complex buying process, yet many still lack confidence in the final decision. This isn't a sales problem. It's a clarity problem. When buyers feel overwhelmed by options, unsure what really matters, or uncertain about the risks, they don't move forward. They revisit research. They seek more reassurance. They delay. The organisations winning today aren't pushing harder. They're making complex decisions easier. They're removing friction and building buyer confidence at every stage. Download the free Touchpoint Report and discover how to reduce buyer hesitation across your customer journey.

Most teams are measuring clicks, downloads and form fills. None of which tell you where your deals are actually breaking down. The stall happens earlier than most teams realise. Before sales gets involved. Before a form is ever filled. While the buying committee is still researching, comparing suppliers and deciding who they trust. By the time a lead appears in your CRM, much of the buying journey has already happened. If clarity wasn't built at the right stages, the deal may already be at risk. The free Touchpoint Report reveals where buyer confidence is built, where it breaks down and how complex buying journeys really unfold. Download the report and discover where your buyers begin to stall.

The traditional funnel was built for a simpler world. One buyer. One decision-maker. One path to purchase. Today's purchases look very different. Most buying decisions involve multiple stakeholders with different priorities, concerns and objectives. That means marketing's job isn't simply generating demand. It's helping buying groups build confidence and reach consensus. That's difficult to achieve using a model built around individual behaviour. The funnel is dead. Learn what replaced it.

80% of the buying decision is made before your sales team gets involved. And 75% of buyers now prefer to complete that journey without speaking to a sales representative at all. Buyers are bouncing between channels, revisiting research, comparing alternatives and building consensus across 6–10 stakeholders long before anyone fills in a form. The funnel wasn't built for this. Most marketing still assumes one buyer, one journey and a linear path to purchase. Reality is far messier. The average purchase now involves 20-30 touchpoints. Enterprise deals often exceed 100. Complex SaaS environments can exceed 200 touchpoints before conversion. The organisations winning today aren't optimising a funnel. They're influencing a complex buying journey. Get the benchmark data for your industry and see where your buyers are dropping off before sales ever speaks to them.

For 30 years, marketers have planned around a simple model: Awareness → Consideration → Decision. A neat, predictable funnel. But modern buyers don't behave that way. They jump between channels. Revisit research. Involve multiple stakeholders. Compare options repeatedly. And often complete most of their evaluation before sales is involved. The result isn't a funnel. It's a complex web of interactions. The organisations growing fastest aren't optimising for a linear journey. They're adapting to how buyers actually buy. See the data behind the modern buyer journey.