Vision Report

Identifying And Overcoming Buying Group Blindness

October 3rd, 2018
Kerry Cunningham, null
Kerry Cunningham


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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