Vision Report

The Forrester Buying Groups Manifesto: Without Buying Groups, Nothing In B2B Makes Sense

June 22nd, 2020
Kerry Cunningham, null
Kerry Cunningham


Many marketing teams disregard signals from additional buying group members who appear after the initial lead. Shifting from a leads-centric approach to one that focuses on buying groups can dramatically improve marketing and sales performance. Organizations must adapt numerous internal processes and systems to make the full transition, but even small steps forward can produce significant improvements. In this report, we introduce the Forrester Buying Groups Manifesto and describe why B2B organizations must take action now to adapt their revenue engine processes for 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.