Key findings
- 45% of buyers name security or procurement review as the biggest source of friction or delay.
- 23% name finance or ROI justification, 16% executive sign-off and 16% functional fit.
- In 57% of purchases, security, legal or procurement first got involved after the demo or only at signing.
- 74% of purchases went through three or more rounds of internal scrutiny.
What is the biggest cause of delay in B2B deals?
Security and procurement review. Asked for the single biggest source of friction or delay in their purchase, 45% of buyers name it. Finance or ROI justification is second on 23%. Executive sign-off and functional fit are on 16% each.
Whether the product does the job is the least of the problems.
Security and procurement review causes delay nearly twice as often as anything else
What was the biggest single source of friction or delay in the purchase?
View data
| Answer | % |
|---|---|
| Security / procurement review | 45% |
| Finance / ROI justification | 23% |
| Executive sign-off | 16% |
| Functional fit | 16% |
When do security, legal and procurement get involved?
Late. In 39% of purchases they first got involved after the demo and before the contract. In 18% they appeared only at signing.
Earlier involvement is less common: 22% after the shortlist and before the demo, and 10% before the shortlist. In 10% of purchases there was never a formal review.
In most deals, formal review starts after the demo
At what stage did security, legal or procurement first get involved?
View data
| Answer | % |
|---|---|
| Before shortlist | 10% |
| After shortlist, before demo | 22% |
| After demo, before contract | 39% |
| Only at signing | 18% |
| Never formally | 10% |
How many rounds of review does a deal face?
Three or more, in three-quarters of cases. 30% of purchases went through three rounds after the shortlist, 27% through four and 17% through five or more.
Three-quarters of deals face three or more rounds of scrutiny
Rounds of internal review the purchase went through after shortlist
View data
| Group | % |
|---|---|
| 1 round | 6% |
| 2 rounds | 20% |
| 3 rounds | 30% |
| 4 rounds | 27% |
| 5+ rounds | 17% |
What this means
Put the first two charts together. The function most likely to delay a deal is also the one most likely to join it late. The delay is built into the sequence.
For sellers, the fix is to change the order.
- Ask about review at the first meeting. Who signs off security, what do they need and when do they normally get involved.
- Hand over the security and legal pack before the demo. Certifications, data handling, standard terms. Let the reviewers start while the champion is still evaluating.
- Equip the champion. 42% of our respondents were influencers, not signers. They have to carry your case into rooms you are not in.
For buyers, the same logic applies in reverse. Bringing procurement in before the shortlist feels like friction. It is cheaper than discovering a blocker the week of signing.
Two-thirds of these deals are worth under $100,000 a year. The scrutiny is not reserved for the big ones.
Frequently asked questions
Why do B2B deals stall?
Most often because of security or procurement review. 45% of B2B buyers name it as the biggest source of delay, according to a survey of 250 buyers by The Reality Department.
When does procurement get involved in a B2B purchase?
In 57% of purchases, security, legal or procurement first got involved after the demo or only at signing. In 10% they were involved before the shortlist.
How many rounds of approval does a B2B deal need?
74% of purchases go through three or more rounds of internal review after the shortlist.
Methodology
The Reality Department surveyed 250 UK B2B buyers, influencers and decision-makers at companies with annual revenue of $50m or more. Fieldwork: August 2026.
Related: How do B2B buyers choose a vendor?
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