B2B software buyers face post-selection delays in SaaS procurement

Recent data indicates a shift in the B2B software purchasing journey, where delays frequently occur after a vendor has already been selected. According to G2’s 2026 Buyer Behavior Report, 39% of B2B software buyers identify the post-selection phase as the primary source of purchase delays. For enterprise buyers, this figure rises to 50% when specifically citing IT security reviews. Other significant post-selection hurdles include budget approval (32%) and implementation planning (25%).

Despite these procedural bottlenecks, market demand remains strong. Gartner forecasts global software spending to reach $1,468 billion in 2026, representing a 15.5% increase from 2025.

Furthermore, the role of demand generation is evolving as buyers increasingly conduct independent research. Data from the 6sense Buyer Experience Study shows that 94% of buyers rank their preferred vendors before contacting a sales team, and 77% ultimately purchase from their top-ranked choice. This trend highlights the importance of brand visibility during the early, autonomous stages of the buying process, which are increasingly influenced by AI search and content syndication.