How To Report

Measurement Mechanics: Buying Group Assembly For The B2B Revenue Waterfall

June 17th, 2022
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributors:
Cristina De Martini , Amy Hawthorne , Terry Flaherty , Ella Sullivan , Arianne Burnette

Summary

As more B2B organizations adopt the B2B Revenue Waterfall™, revenue management and operations teams must change their focus from individuals and leads to buying group members connected to opportunities and how buying groups move through the waterfall. Buying group assembly — one of the four core mechanics of demand measurement — involves identifying the team that will participate in the B2B buying decision and associating the team to the deal. This report helps revenue management teams understand who should be included in the buying group, as well as when, where, and how to create buying groups associated to opportunities in their systems and processes.

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