How to identify B2B decision makers and map the buying committee

Buying committee mapping is one of the things sales teams know they should do and rarely make time for until a deal is already stalling. By then you're scrambling to find the stakeholders who've been in the background the whole time. In B2B sales, the average buying committee has grown to 11 members according to Gartner's 2025 research. Multi-threading in sales, building relationships with multiple stakeholders simultaneously, is the difference between a deal that closes and one that dies in committee.

The problem

Finding all the relevant stakeholders in a target account takes time that most reps don't budget for early in a deal. You know your champion. You might know their manager. But the head of IT, the VP who has budget authority, or the security evaluator who can veto the deal? Those people show up late, usually as objections, because no one went looking for them earlier.

The play

Navigate to your target account's LinkedIn company page and map the committee from the top:

"Who are the key stakeholders I should be talking to at this company for a LeadIQ deal? Think about the people involved in a sales tech buying decision."

Then pull specific functions:

"Find me contacts in sales operations, sales leadership, and IT at this company."

Once you have names, get contact info for each one:

"Find verified contact information for [name], [title] at [company]."

The result

You walk away with a working stakeholder map: names, titles, and reachable contact information for the buying committee members you need to cover. This is the foundation of a multi-threaded sales approach. You're not emailing everyone at once. You're making sure no one can kill the deal from a room you didn't know existed.

When to run this play

• Before moving a deal to proposal stage to confirm you've identified everyone with veto power
• When a deal slows down and you suspect there's a stakeholder you haven't met yet
• When entering a strategic account for the first time and you want to plan a multi-threaded approach from day one

Lando is built into the LeadIQ browser extension. To see more plays like this one, check out the full list of Lando use cases. Or if you'd rather see it live with your own accounts and CRM, book a demo and we'll walk through it together.