The vocabulary of a B2B buying committee.

Deals do not die of bad copy. They die because one seat on the committee needed a piece of proof that was not on the page, and never said so. These are the terms for that, and for the methods that catch it before the budget is spent. Plain definitions, no gate.

Silent veto A committee member kills the deal without ever voicing an objection. Read the definition → Buying committee simulation Every seat on the committee reads the asset separately and decides on its own. Read the definition → Pre-launch stress test The staging step marketing never had. Find what breaks while changing it is still free. Read the definition → Conflict graph Who advocates, who hesitates, who vetoes, and which way the influence runs. Read the definition → Scent trail The promise a buyer clicked has to be the first thing they land on. Read the definition → Evidence ledger Predictions sealed before the outcome exists, then graded HIT or MISS. Read the definition → Synthetic persona A simulated buyer. What it was built from decides whether it is useful. Read the definition → Behavioural state The same buyer judges the same page differently depending on their headspace. Read the definition → Dark funnel The part of the buying process that leaves no trace in your analytics. Read the definition →

Why a glossary

Half of these name a failure most B2B teams have lived through and have no word for. A deal that stalls with no objection on record. A well-targeted ad pouring qualified clicks into a page that could never convert them. An average score that hides the one role blocking every deal.

Naming a failure is the first step to testing for it. Each page gives the definition, why it happens, how to spot it afterwards, and how to test for it before launch.

To see the methods rather than read about them: one landing page, judged two ways is interactive and needs no login, and the accuracy page shows how often our predictions have been right.

Fail in the stress test. Win in the market.

Tell us about the next campaign you have going live. We reply within 48 hours.

Request access See a page judged two ways