B2B marketers historically viewed buying signals as random motions from multiple individuals in a single account. As a result, they couldn’t recognize how these signals were connected to provide context from a buying group. When an organization focuses on buying groups and opportunities, it must align technologies to integrate, operationalize, and orchestrate buying signals captured from all buying group members. In this report, we share how connecting and leveraging buying group signals enables B2B marketers to inform the design of demand programs and move buying groups associated to opportunities through the B2B Revenue Waterfall.