51% of B2B deals are lost to status quo — not competitors. If your deals stall after strong discovery calls, the problem isn't the product. It's the narrative. Mid-market and enterprise B2B sales need to win not just the champion (the main buyer), but the entire buying committee. That’s when most deals die - not to a competitor or budget cuts, but to keep doing whatever they were doing before evaluating your solution. The case for change didn't survive the internal conversation.