Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups

In today’s complex B2B landscape, purchasing decisions aren’t made by just one person—they involve buying groups of key stakeholders, each with unique priorities and influence. Yet many organizations still rely on lead-centric (MQL) models that struggle to identify the most promising opportunities quickly and effectively. In fact, Forrester reports that a lead-centric process has a 99% failure rate from inquiry to close.

In this insightful webinar and panel discussion with LeanData, we’ll explore why buying groups are the true drivers of revenue growth—and how shifting your strategy can unlock better pipeline efficiency and sales alignment.

We’ll dive into practical strategies for:

Transitioning from lead-based models to buying group engagement
Overcoming challenges like sales buy-in, stakeholder identification, and tracking multi-threaded engagement
Understanding the tech side: Does your CRM support buying group data, and how can you optimize it?

Plus, if your company is entrenched in an MQL structure, we’ll be delving into some top tips for organizations that might be resistant to change.

Speakers include:

• Martin Haasenstrach, Global Channel Marketing, Siemens.
• Lauren Daley, Director, Marketing Operations, Palo Alto Networks.