Unhealthy conflict occurs when buying team members have conflicting objectives, disagree on the best course of action, or are overruled by external decision-makers.
A survey of 632 B2B buyers conducted in August through September 2024 found buying groups that reach consensus are 2.5 times more likely to report that their deal was high-quality.
“Buying groups are more diverse than ever, ranging from five to 16 people across as many as four functions. Each member may have differing priorities and opinions,” said Delainey Kirkwood, Principal, Research in the Gartner Sales Practice. “Fostering buying group consensus and minimizing conflict must be a key priority for chief sales officers (CSOs).
“CSOs must properly equip their sellers to foster agreement and alignment among diverse buyer groups. By focusing on buying group relevance, sellers can aid members in understanding each other’s viewpoints and validate the decision-making process. In doing so, sellers can secure a higher number of high-quality deals.”
Tailored Content Drives Consensus, Leading to Better Deal Outcomes
However, content that focuses on individual-level relevance can create conflict within the buying group, resulting in a 59% negative impact on buying group consensus.
Figure 1. Impact of Relevance on Buying Group Consensus
![[Image Alt Text for SEO]](https://emt.gartnerweb.com/ngw/globalassets/en/newsroom/images/graphs/kirkwood-b2b-buyer-1.png)
Source: Gartner (April 2025)
The survey revealed that when buyers experience buying group relevance, they are three times more likely to report a high-quality deal. This highlights the importance of prioritizing shared interests and goals over individual buyer priorities.
