Qualified Buying Groups: The Missing Layer Between Leads and Accounts

Most B2B teams know buying groups matter, yet still rely on lead and account metrics that don’t reflect how real decisions are made. This session introduces marketing-qualified buying groups as the missing layer between leads and opportunities, and shows how to make them work in practice.

Drew Smith will show you where traditional lifecycle models break down, how to structure buying groups inside your systems, and how to align marketing and sales around the people who actually drive decisions. Expect practical, actionable guidance you can implement immediately.

In Drew’s session, you’ll learn:

• Why buying groups break down and where traditional lead and account models fall short
• How to build a Marketing-Qualified Buying Group model that fits your lifecycle
• How to operationalize buying groups across your systems without disrupting your existing tools

Get your B2B Forum ticket now!