Best Practice Report

Assigning Buying Groups Using Standard Functionality In Sales Force Automation Systems

September 30th, 2020

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.