The Confidence Gap

97% of B2B buyers trust peers over vendors. Learn why the traditional sales model has collapsed and how customer proof builds the confidence buyers need to act.

The trust shift is complete: 97% of B2B buyers trust peers over vendors. But the real crisis runs deeper.

With 86% of purchases stalling due to complexity and risk, the traditional vendor-led sales model has collapsed. Buyers now complete 60% of their journey independently, seeking peer validation to build confidence.

This report analyzes data from 4,000+ buyers to reveal:

• Why 94% of buyers rank their shortlist before speaking to sales
• How customer proof increases win rates by 20-50%
• The infrastructure needed to scale trust in a peer-driven market