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There's a number from behavioral research on B2B purchasing that sits in the back of my mind when meeting with deal teams.
40%.
That's the floor on the share of qualified B2B opportunities that end in no decision, based on analysis of 2.5 million recorded sales calls by the JOLT Effect research team. The actual range across organizations runs 40 to 60%. Deals that met the qualification bar and then stalled out in the pipeline until the window closed.
The second layer of that finding is what most origination leaders miss.
Of those no-decision outcomes, 56% trace back to fear of making the wrong move. Less than half trace back to a preference for the status quo. Stalled deals are a function of buyer anxiety more than buyer contentment.
Port that into origination and a pattern falls into place.