Why VMWare Tanzu Ditched MQLs For Buying Groups

When VMWare Tanzu’s marketing team realized that focusing on individual leads was not netting the results they wanted, they turned to Forrester for help reorienting their approach. Heidi Ramich, director of marketing operations at VMWare Tanzu, explains how working with Forrester helped her team refocus its efforts on buying groups and understand buying group behavior so that sales could engage these prospects more effectively.