Enterprise deals don’t stall because of price. They stall because of decision diffusion.

Most founders think a stalled enterprise deal means:

budget issue
weak ROI
bad timing

Often it’s none of those.

It’s decision diffusion.

When a purchase crosses a certain ACV threshold, nobody wants to be the single point of failure.

So what happens?

More stakeholders get added.
More alignment meetings appear.
More positive feedback.
Less ownership.

Momentum dies quietly.

The pattern I watch for is simple:

If this doesn’t move forward this quarter, who is visibly worse off?

If the answer is no one specifically, the deal will drift.

Enterprise buying is not just about solving a problem. It’s about locating the person who carries the consequence of not solving it.

No owner. No deal.

Curious how others surface ownership earlier in cycle.