B2B deals stall in places marketing rarely measures, usually where a committee member needs proof that the champion cannot give them. This Google Slides deck maps the buying journey as four stages, from trigger to handover, and sets out who decides at each one. It moves from the stages to the committee roles, the questions each role asks and the content that answers them, then to the gaps and a single owner for each fix.

The sample uses Fallowfield Creative, a fictional agency, with research from 16 interviews and a 620-buyer survey. It shows a 31% drop between research and pilot. Replace the stages, roles and figures with your own research, and have two buyers check the questions before you share the deck.