Summary
B2B technologies and processes should reflect how B2B buyers buy — as buying groups. Unfortunately, many B2B technologies are built around the use of individual leads, with no context for how they fit within an account or opportunity (see Identifying And Overcoming Buying Group Blindness). And this type of lead-based technology structure does not allow leaders to measure, monitor, or manage the true quality of the B2B revenue engine. In this report, we outline how organizations can operationalize buying groups to support the B2B Revenue Waterfall™ using currently available sales force automation (SFA) system functions.
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