Best Practice Report

Reaching Beyond The Lead: Revenue Development Teams Must Make The Shift To Buying Groups

May 26th, 2023
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Lisa Nakano , Maria Alexandrou , Arianne Burnette

Summary

Lead-based revenue processes have become outdated for most modern B2B marketing organizations. The individual lead provides limited insight into a potential opportunity. However, for many marketing teams, the lead is still the primary focus for hand off to revenue development teams and demand generation KPIs. Revenue development teams must instead focus on the real B2B buyer — the group of individuals, in different roles, all collaborating to discover and evaluate solutions to solve business pain. In this report, we discuss why revenue development functions should broaden their focus from a single lead to others within the buying group and the benefits of making this change.

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