Most B2B enterprise technology buying decisions involve a buying team of 6 members. However, the individual lead is still the unit of record for most organizations. Buying groups are hiding just out of view of demand management processes—giving these organizations “buying group blindness.”

This research brief from SiriusDecisions provides in-depth guidance for marketing and sales teams to overcome buying group blindness by understanding how to:

Leverage intent data to understand buying group behavior
Read the right signals to determine which buying teams are engaging
Make the right adjustments to your demand management processes

This asset is a licensed research brief by SiriusDecisions.

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SiriusDecisions Research Brief