Medidata: From Lead Qualification To Opportunity Qualification

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.