What is the Buyer Gap?
The Buyer Gap is the critical gap between knowing who matters in your deals—and who doesn't.
The tools we've bought over the years have been in an effort to close that gap. And while they helped with symptoms, none addressed the root cause.
The Universal Challenge in Complex Sales
Every sales organization faces the same invisible challenge
The Distance
Between who sellers contact and who actually controls the deal
The Blindspot
Between sales activity and true buyer influence
The Gap
Between knowing who matters in a deal—and who doesn't
How the Buyer Gap Kills Deals
Real scenarios every sales professional recognizes
The "Champion" Who Wasn't
Sarah spent 6 months nurturing the VP of Operations who loved the demo. The deal was "95% closed" when procurement blocked it—Finance and the CFO had never been briefed. Her "champion" had no budget influence.
The Buyer Gap:
Activity with users ≠ Influence with decision makers
The Invisible Veto Power
Marcus mapped the org chart and got buy-in from IT, Security, and the CTO. Contract ready to sign when Legal raised data sovereignty concerns—a blocker with absolute veto power who never appeared in any org chart.
The Buyer Gap:
Org chart coverage ≠ Decision maker coverage
The Wrong Business Case
Jennifer built a compelling ROI case around operational efficiency. Unknown to her, the CEO's priority was customer experience, not efficiency. Her solution was seen as "nice to have" rather than "must have."
The Buyer Gap:
Stakeholder priorities ≠ Economic buyer priorities
The Research is Clear
Data from millions of opportunities and billions in pipeline
Buyer Behavior Study
Sales Performance Impact
How the Buyer Gap Impacts Every Role
From the boardroom to the sales floor, everyone feels the pain
CEO/CRO Pain
- • Forecasts consistently miss
- • Pipeline conversion rates stagnant
- • Sales cycles getting longer
- • Win rates declining vs competition
- • Revenue predictability broken
Sales Manager Pain
- • Deals stalling in late stages
- • "Sure thing" deals falling through
- • Team missing quota repeatedly
- • Unable to coach effectively
- • Firefighting instead of strategizing
Sales Rep Pain
- • Working deals that never close
- • Surprised by late-stage objections
- • Losing to "no decision"
- • Can't access real decision makers
- • Quota feels impossible
There's a Better Way
What if you could see the complete buyer group, understand the real decision-making process, and engage the right stakeholders from day one?
"86% of buyers say they're more likely to purchase when companies understand their goals, yet 59% of buyers say reps don't take the time to understand their business' unique challenges and objectives."
- Salesforce State of Sales Report 2024