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
See how leading GTM teams build complete buying groups without relying on manual CRM updates with Nektar
