What it means
A buying committee is the group of people at one company who take part in a B2B purchase decision. It usually includes a champion who wants the change and an economic buyer who controls the budget. It also includes the users who will live with the product and people who can block it, such as IT, security, legal or procurement.
Larger deals tend to involve larger groups. Selling to one contact and hoping they carry the decision alone is a common reason a promising deal goes quiet.
How we use it
In our ABM work we map the committee for each named account before outreach starts: the champion, the budget holder, the likely blocker and the users. Each role gets its own message, because each one needs a different reason to say yes.
We also track former champions. Someone who bought from you or pushed for you internally, then joins a new employer that fits your ICP, is one of the buying signals we watch for.