5 Key Insights About the Software Buying Team
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2023 Global Software Buying Trends Report
Software buyers are spending at least 50% of their journey referring to third-party information sources, creating blind spots for tech providers looking to influence their decisions.
To get more sales in the age of the dark funnel, you need to understand your buyers better than your competition.
Insight No. 1
Most software buyers make purchasing decisions as a team.
Source: Gartner Digital Markets’ 2022 B2B Software Purchasers in the US Survey
Source: Gartner Digital Markets’ 2023 SMB Software Buying Trends Survey; n = 1,513
General manager and C-level executive
and office manager
Vice president, director and business unit manager
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Gartner Digital Markets is the world’s largest software and services marketplace. Every month, more than 9 million people globally visit our review sites — Capterra, Software Advice, GetApp and UpCity — to research and choose the best solutions for their business. Thousands of B2B companies partner with Gartner Digital Markets to reach active buyers, build their brand reputation and grow their business.
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are part of a buying committee
make buying decisions alone
The software buying committee is composed of five members
Insight No. 2
Number of People Involved in Buying New Software
4 to 6 people
7 to 10 people
More than 10 people
2 to 3 people
Insight No. 3
General managers and C-level executives are the most common roles involved in software buying.
Analysts and internal consultants
Source: Gartner Digital Markets’ 2023 SMB Tech Trends Survey; n = 1410
Insight No. 4
Most stakeholders influence software buying decisions from a technical, budgetary and end-user perspective.
Source: Gartner Digital Markets’ 2023 SMB Software Buying Trends Survey; n = 1513
Teams That Handle New Technology Needs
IT usually handles the technology purchase process, but buying teams are becoming more diverse.
Insight No. 5
Source: Gartner Digital Markets’ 2023 SMB Software Buying Trends
Survey; n = 1513. Note: percentages may not equal 100% due to rounding.
A formal team of solely internal IT professionals
A formal team with people
from various departments
An informal IT team formed
for each evaluation
A formal team from a single
An informal non-IT team formed for each evaluation
How marketers can engage the software buying committee