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 But many go-to-market teams still rely on outdated MQL models that don’t reflect how real buying happens.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.

Sponsored by