From MQLs to Buying Groups: Rethinking how B2B revenue teams drive pipeline
Modern B2B buying decisions rarely come from a single lead—they come from groups. But many go-to-market teams still rely on outdated MQL models that don’t reflect how real buying happens.
In this one-hour webinar, you’ll hear:
- Why Buying Groups are critical for high-value, complex B2B deals
- The most common blockers to adoption—and how to overcome them
- How revenue teams can shift from individual lead focus to opportunity-based engagement
The session will feature a research-backed perspective from Forrester and first-hand insights from Workday on the real operational challenges and mindset shifts required to activate this strategy.
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