Your marketing is built for the champion. The person who has the problem, who found you, who runs the demo and builds the case internally. Everything on your site is written to speak to them.
Then the deal hits security review and stops cold for six weeks.
Late-stage deals rarely die because the champion changed their mind. They die because someone the champion had to convince said no, or said "send me the documentation," and nobody had it ready. Security wants a questionnaire filled in. Procurement wants your standard terms, your insurance certificate, your data processing addendum. Finance wants to know how this lands on the P&L and what happens at renewal.
None of these people fill out your demo form. Most never even see your website until the deal is already moving. And when they do land on it, they find a site full of talk about outcomes and transformation, with nothing that answers the question they actually came with.
So the champion turns into your account manager. They chase your team for a compliance report. They forward emails back and forth. They lose momentum, and in a committee purchase, momentum is most of the game.
Build the page the committee actually needs
The fix is boring, which is exactly why it never gets done. Build a trust page. Put your certifications, your sub-processor list, your uptime history and your standard DPA on it, all downloadable, no form in the way. Publish your security questionnaire answers if you can. Write a short procurement page that covers contract terms, payment options, and the answer to "can we do net 60."
Then tell your champion it exists. The most useful thing you can hand someone building an internal case is a link they can forward without having to edit it first.
The trust page pays off twice
There's a second payoff too. Every question you answer on a page is a question your sales engineer isn't answering by email at nine at night. And each of those documents becomes something an AI assistant can pull up when a security lead asks about your compliance posture.
Marketing usually treats all of this as legal's job, or sales ops', or nobody's. Which is how it ends up buried in a shared drive, three versions out of date.
The champion is the person you win over. The committee is the group that actually decides. Almost every B2B marketing budget gets spent on the first one.