Buying Committee
Sales
Myth:One MQL equals one opportunity.
Evidence:Typical enterprise purchases involve 6-11 stakeholders; single-contact scoring systematically misreads deal readiness.
Impact8.6/10
Consensus8.4/10
B2B
Buying Committee
Sales
Independent Analysis
Effort: low
Volume: high
Under watch
Myth:Buyers are 70% through the journey before contacting sales.
Evidence:Buying is looping, not linear: buyers revisit the same jobs repeatedly and contact suppliers throughout, so the single 70% number is misleading.
The Nuance
The claim originated from a narrow CEB dataset and has been over-generalised by vendors.
The Receipt
The B2B Buying JourneyGartner · 2020 · Independent Analysis
ContestedConsensus 5–7/10 — test before you scale
Impact7.4/10
Consensus6.8/10
Evidence72/100
Channels: sales · content
Related Cribs
95:5 Rule
Demand
Myth:Your entire B2B budget should chase in-market buyers.
Evidence:At any moment only ~5% of business buyers are in-market; the other 95% are future buyers who must be reached now to be remembered later.
Impact9.5/10
Consensus8.6/10
Budget Allocation
Budget
Myth:B2B should spend almost everything on lead gen.
Evidence:Long-run profit is maximised near a 46% brand / 54% activation split in B2B, versus 60/40 in B2C.
Impact9.2/10
Consensus8/10
Distribution mechanics
Link in comments on LinkedIn
Myth:"Link in comments" is a busted hack — LinkedIn stopped penalising outbound links.
Evidence:Outbound links in the post body still suppress reach. Algorithm InSights (1.8M posts) puts the body-link penalty near 50% of organic reach, and controlled A/B tests show first-comment placement recovering most of it: GrowthRocks measured 2.9x reach for link-in-comment in round one and 1.8x in round two — with more clicks, not fewer.
Impact9/10
Consensus7/10
Time Horizons
Measurement
Myth:Quarterly performance reporting captures campaign value.
Evidence:Brand effects accumulate over 6+ months; measurement windows shorter than two quarters systematically undervalue brand and overvalue activation.
Impact8.9/10
Consensus8.2/10
Crib of the Week
One crib in your inbox every Monday. No spam, unsubscribe anytime.