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B2B decisions are made by groups. A CMO, a head of SEO and a marketing manager each ask AI different questions before a shortlist exists. The buying committee captures who those people are in a segment and what each of them cares about, so Stakeholders can tell you which of them you are winning and which you are not. The committee is set per segment, from the segment’s card in Settings > Segments.

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Build the committee

1

Open the segment and start the committee setup

On the segment card, the platform will have auto-generated an initial buying committee, but we’d recommend doing this yourself. Open the segment card, and select “Edit Committee”.
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2

Buying criteria

If you have any pre-existing internal ICP and buyer persona mapping, then we’d recommend grabbing it so that you can align your AI tracking to the way you view your buyer personas. First, add the critical buying criteria for that market segment specifically. Type a criterion, for example “Ease of setup”, and press Add. Cost predictability, responsiveness and information security are typical for a services buyer; integrations and migration effort for software._For a start, click “Enrich with AI” in the top right corner. This will auto-generate an initial version of the stakeholders that you can refine. _
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3

Buyers

Add all the personas that influence a buying decision in that segment, including both decision makers and end users. For example “VP Sales” or “Head of Marketing”.
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4

Map what matters to each buyer

Link each buyer to the criteria they care about. Each buyer must have at least one criteria (or else they shouldn’t be considered part of the buying committee!). Most buyers care about two or three things; resist linking everyone to everything.To link a criterion to a buyer, click the criterion at the bottom and select the relevant buyer. Reorder the criteria so that each buyer’s needs are ranked from most to least important - this will inform the risks we flag in the stakeholder map. 
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5

Review and save

The review shows counts for Criteria, Buyers and Links, and lists any buyer with No criteria assigned. Confirm to save the committee to the segment.
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Let AI draft it

At any step, the Suggest more criteria, buyers and links from this segment’s market action drafts additions from the segment’s profile. Suggestions are added to the lists for you to edit or remove; nothing is saved until you confirm the review step.
Draft with AI, then correct from what you know. Your sales team’s view of who blocks a deal is more accurate than any model’s.

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Editing later

Open the segment card and re-enter the committee setup. Saving a changed committee marks completed Stakeholders analyses for re-scoring; the dashboard refreshes when the re-analysis finishes.

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Troubleshooting

  • Stakeholders shows “No stakeholder data yet”. The segment has no saved committee, or the first analysis has not run. Check the segment card, then Run analysis on the Stakeholders dashboard.
  • A buyer shows no score. They have no criteria linked. Go back to Who weighs what.
  • Criteria limits. The number of buyer roles scored can be limited per workspace by Demand-Genius. If a role is missing from the dashboard, ask.