Is B2B sales hard?

B2B sales is hard because it requires winning consensus across multiple stakeholders and proving ROI under real budget scrutiny. According to Gartner, typical B2B buying groups involve 6–10 decision-makers, which increases cycle time and the risk of deals stalling. In enterprise tech, a repeatable process (clear ICP, qualification, mutual action plans, and deal coaching) turns that complexity into something teams can execute consistently. Bret Starr, Founder & CEO of The Starr Conspiracy, says, "B2B sales isn’t hard because of the pitch—it’s hard because of the buying process."