Marketing / Free editable template

B2B buying committee map template

B2B purchases are made by a group, and each person in it asks different questions at different times. This map lists five members of a typical buying committee down the side and the stages of the purchase across the top, with each person's question in a speech bubble where they are involved, so marketing and sales can answer the right person at the right moment.

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B2B buying committee map example showing five buying committee roles, their questions at each stage, gaps where a role is not yet involved
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Name the committee

    List the roles involved in buying your product, from the champion to procurement and end users.

  2. Collect real questions

    Fill each bubble with a question you have heard on sales calls or seen in emails, in the buyer's own words.

  3. Match content to bubbles

    For each question, link the page, case study or call that answers it. Empty answers are content to create.

Questions about this template

What if our buying committee has different roles?

Rename or add role rows and fill in the questions each person asks at every stage. Leave a cell empty where a role is not yet involved, so the gap is visible.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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