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SiriusDecisions: Identifying and Overcoming Buying Group Blindness

The buyer in most B2B purchases is a team of individuals within a prospect organization who work together to research and acquire a solution that solves a business problem. For most B2B organizations, the individual – not the buying group – is still the unit of record for demand management processes, causing poor performance and misalignment.

Organizations that re-engineer demand management processes to account for buying groups can create a competitive advantage. Learn more in this research brief from SiriusDecisions.

Report

SiriusDecisions: Identifying and Overcoming Buying Group Blindness

The buyer in most B2B purchases is a team of individuals within a prospect organization who work together to research and acquire a solution that solves a business problem. For most B2B organizations, the individual – not the buying group – is still the unit of record for demand management processes, causing poor performance and misalignment.

Organizations that re-engineer demand management processes to account for buying groups can create a competitive advantage. Learn more in this research brief from SiriusDecisions.

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SiriusDecisions: Identifying and Overcoming Buying Group Blindness