Technology Exchange Sessions Main Tent The More the Merrier Operationalizing Buying Groups in the Revenue Tech Stack

The More the Merrier: Operationalizing Buying Groups in the Revenue Tech Stack

Wednesday December 11, 2019 | 8:45 AM - 9:45 AM

Speaker(s):  Vicki Brown, Bob Peterson

Savvy B2B marketers know that most buying decisions are made not by an individual, but a complex committee of decision-makers and influencers. Continuing to chase individual leads may cause marketers to send weak opportunities to sales or miss the early signals of in-market buying groups altogether. Though most organizations have some or all of the tech stack pieces required to recognize and capitalize on the presence of buying groups, they’re not using that technology effectively and are missing out on winnable opportunities already present in their marketing and sales data.

This presentation will provide the following benefits: 

  • Understand the imperative behind recognizing and capitalizing on the presence of buying groups
  • Discover the range of people, process and technology changes to consider as part of the journey toward having complete buying groups
  • See examples of innovative organizations that have implemented changes and created complete buying groups