Best Practice Report

Moving From Leads To Buying Groups In One Easy Step

February 11th, 2020
Kerry Cunningham, null
Kerry Cunningham


In B2B organizations, moving from a focus on individual leads in the demand process to a focus on buying groups and demand units represents a major change. Modifying current processes and systems to adopt the new buying group perspective can be difficult, especially if the organization attempts to change everything at once by treating the switch as a single milestone event. Taking a gradual, phased approach can make the transition easier and more practical. In this report, we explain how to leverage the teleservices team as the first step in an incremental evolution from individual leads to buying groups.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.