Summary
Marketing and sales have been measured on leads or marketing-qualified leads (MQLs) for decades and learned many bad habits that are now hurting their performance. Forrester data indicates that, on average, 13 people within an organization are involved in a buying decision. This committee, known as a buying group, is a team of individuals with different roles and needs who work together to select and acquire business solutions. Organizations that want to improve their performance and drive sustainable growth must shift from capturing and qualifying individual leads to identifying and engaging multiple buying group members.
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