Playbook The Buying Group Playbook​ A practical guide to adopting opportunity-based marketing.​ Stop chasing MQLs. Start tracking the committee that actually buys. Only 1% of MQLs convert to revenue. Meanwhile, the average B2B deal runs through 6-10 stakeholders who never show up as a lead score. This playbook pulls together conversations from The Revenue Lounge with GTM leaders at Palo Alto Networks, Reltio, and G2 on why they walked away from lead-centric marketing and rebuilt their funnel around buying groups instead. What you’ll take away: Why coverage, campaign-to-opportunity influence, and buying group completeness are replacing MQL volume, lead scores, and email opens as the metrics that matter. The four buying signals to check for any account. A stakeholder role map and buying signal tracker template you can put to use immediately. Real numbers: 2.4x larger deal sizes, 22-23% faster sales cycles, and 60% less pipeline fallout when buying groups are fully mapped. How to handle the objections you’ll get internally with pilot-first responses that don’t require new budget. Get the full breakdown, templates, and results included. Turn Buying Group Theory Into Revenue Impact​ Explore Buying Group Usecase See how leading GTM teams build complete buying groups without relying on manual CRM updates with Nektar Download The Playbook From The Revenue Lounge Podcast​ Related Webinars Ready to Turn your Data into Revenue Outcomes? Book a Demo