---
title: Why Selling to the B2B Buying Committee in 2026 is a Team Sport
description: Discover how aligning sales and marketing teams can enhance B2B buyer confidence and drive pipeline growth in 2026. Learn practical strategies for success.
---

[Videos ](https://vendedigital.com/videos)

# [Why Selling to the B2B Buying Committee in 2026 is a Team Sport](https://vendedigital.com/videos/why-selling-to-the-b2b-buying-committee-in-2026-is-a-team-sport)

 Written by [Paul Slack](https://vendedigital.com/videos/author/paul-slack) | May 8, 2026 3:51:34 PM

In this insightful B2B Growth Show, [Paul Slack](https://vendedigital.com/blog/author/paulslack/) is joined by [Lauren Glover](https://vendedigital.com/blog/author/lauren-glover/) and special guest [Jen Allen-Knuth of DemandJen](https://www.linkedin.com/in/demandjen1/) for a candid, no-fluff conversation about one of B2B’s oldest and still most painful problems: sales and marketing alignment.

The session digs into why deals are stalling, why engaged buyers often fail to turn into pipeline, and why getting into the C-suite is harder than ever. Drawing from attendee survey responses and Jen’s deep experience in modern B2B selling, the discussion reframes alignment around one central idea: sales and marketing are not separate teams fighting for green dashboards. They are partners in helping buyers move from uncertainty to confident action.

## **Key Takeaways:**

- Sales and marketing teams are often misaligned because both sides are optimizing for their own metrics instead of the buyer’s experience.
- Deals frequently stall between discovery and consensus because curiosity does not equal buying intent.
- Marketing-generated engagement needs context before it gets handed to sales.
- C-suite conversations fail when sellers bring product-level messaging to business-level buyers.
- Trust is the missing ingredient in modern pipeline growth, especially as buyers become more skeptical of vendor claims.
- AI has increased market noise, making human insight, specificity, and credibility more important than ever.
- Marketing must stop treating the website as the only place signals happen and start thinking of the buyer’s feed as the new homepage.
- Sales and marketing need a shared system for activating audiences, establishing authority, nurturing relationships, and supporting growth.

## **Practical Guidance You Can Apply**

**The session provides practical guidance on:**

- Identifying where sales and marketing alignment breaks down in the buyer journey.
- Turning engagement into meaningful next steps without rushing to the pitch.
- Creating more relevant buyer education that builds confidence before conversion.
- Using audience signals from LinkedIn, webinars, events, and content engagement.
- Building trust through ongoing thought leadership instead of one-off campaigns.
- Helping sellers have more strategic conversations with senior executives.
- Creating nurture programs based on what buyers are actually learning about.
- Aligning sales and marketing around Vende’s pipeline growth framework, including planning, signals, audience activation, authority, nurture, retention, and growth.

Whether you’re a B2B marketer tired of throwing leads over the fence, a sales leader struggling to turn interest into pipeline, or a revenue leader trying to get both teams rowing in the same direction, this session offers a practical, buyer-first way to rethink sales and marketing alignment.

Catch the next B2B Growth Show live by registering [here](https://vendedigital.com/events).

 

[View full post](https://vendedigital.com/videos/why-selling-to-the-b2b-buying-committee-in-2026-is-a-team-sport)

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