Identifying And Overcoming Buying Group Blindness

October 3rd, 2018

Terry Flaherty VP, Principal Analyst

Vicki Brown VP, Principal Analyst

Amy Hawthorne Principal Analyst

Kerry Cunningham

Summary

The buyer in most B2B purchases is a team of individuals within a prospect organization who work together to research and acquire a solution that solves a business need. However, for most B2B organizations, the individual — not the buying group — is still the unit of record for demand management processes, causing poor performance and misalignment. Organizations that reengineer demand management processes to account for buying groups can create a competitive advantage. This report describes how and why B2B organizations must uncover the buying groups that influence buying decisions for better understanding and measuring their influence.

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