For most modern B2B marketing organizations lead-based revenue processes have become outdated because individual leads offer limited insight into a potential opportunity. Yet many marketing teams still focus on leads for hand off to revenue development teams and demand generation KPIs.
In this research brief, Forrester examines why revenue development functions should broaden their focus from a single lead to buying groups and the benefits of making this shift. You’ll learn:
- How buyer behavior has changed and the impact on purchase decision making.
- 6 steps revenue development teams should follow to focus on buying groups.
- The benefits of broadening prospecting efforts beyond lead volume and MQLs.
