Summary
Forrester’s research shows that B2B purchase decisions are almost always made by groups of individuals working together (i.e., buying groups), not individuals working alone. Our research also shows that each individual member of the buying group is likely to do some of his or her own research. Medidata’s solutions have complex sales cycles, involving multiple buying group members, but lead management processes were not aligned to this reality. This case study examines how Medidata solved the problem of identifying and associating individuals who may be members of the same buying groups to drive substantial gains in demand management productivity and efficiency.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).