Best Practice Report

Assigning Buying Groups Using Standard Functionality In Sales Force Automation Systems

September 30th, 2020
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Terry Flaherty , Amy Hawthorne , Seth Marrs , Malachi Threadgill

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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