Summary
This tool helps marketing leaders estimate the business impact of moving from marketing qualified leads (MQLs) to buying groups as part of a revenue process transformation initiative. Moving to buying groups improves the conversion rates in two key areas of the revenue process: revenue development reps’ (RDRs’) efficiency in booking meetings and sales’ efficiency in converting these discovery meetings to closed deals. Organizations often make this transition in phases, such as an initial pilot of limited scope and then full deployment. The Buying Group Efficiency Tool helps estimate the impact to revenue across deployment phases and is useful for illustrating a pilot’s impact.
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