The “buying committee” used to be a sales concept, while marketing focused on individual buyer personas.
No longer. Now marketing needs to own the buying committee.

A robust buyer journey is multi-stakeholder: there are 6 to 10 buyers in the typical B2B purchase, and opportunities with 3 or more engaged buyers close at a higher rate. It is marketing’s job to build buying committee alignment before sales ever shows up.

So, how can marketing build this multi-stakeholder buyer journey?

These are the Three Keys to Building Buying Committee Alignment

1️⃣ Core Value Props
When a B2B customer agrees to purchase, they are not looking to buy products or services. They are looking for problem resolution or pain relief. They review vendors with goals in mind—and an internal gap that keeps them from achieving those goals.

A value prop tells the story of closing that gap: how your offering solves the problem and leads to an outcome—revenue growth, cost savings, efficiency gains, or risk mitigation. Strong value props create buying committee alignment by connecting product value to business value and naming measurable improvements.

2️⃣ Three Levels of Value
One of the great strengths of organizing your brand positioning around value props is that a value prop connects your buying committee around three levels of value: product, business, and enterprise value. The point is to show how your offering closes an existing gap to goal achievement (product value) and leads to a better result (business value).

The more the capability aligns with internal work processes and technologies, the more likely it is to create value across purchasing centers (enterprise value). You might start with a Champion who can connect product value to business value and build a robust buying committee. You’ll need buy-in from Users and sign-off from an Executive Champion focused on business value and investment justification.

3️⃣ Build Personalized Content
Think about personalized content streams that guide and connect the brand experience for each value prop and buyer role. Maria had grown up in a world where the buyer journey is 70% digital and knew content was the primary way to tell personalized stories about buyer and customer value.

She also knew buyers want content organized around role goals and segments. She had read that 68% of B2B buyers engage more with content organized around goals or use cases, 58% with content organized by segment or vertical, and 92% give the most credence to peer reviews and profiles. Maria’s content stream focus meant identifying 8 to 10 assets by personalization category across the buyer journey.

If marketing wants to influence pipeline and revenue, it cannot stop at persona messaging. Build buying committee alignment with core value props, three levels of value, and personalized content streams. Next step: map one value prop for your top three buyer roles—and create alignment before sales ever shows up.