Opportunity-Centric Buying Groups
Evan Liang, CEO and Co-Founder of LeanData joins our conversation this Friday on Buying Groups!
Buying Groups are all the rage right now.
In this session, we plan to cover:
Why the traditional MQL model is breaking down in the face of group and committee-based buying decisions
How focusing on Leads or Accounts can lead to poor buying experiences, wasted marketing spend, and inefficient sales processes
The benefits of adopting an Opportunity-centric motion as a natural extension of ABM
How to get started with Buying Groups by aligning your people, processes, and technology
Strategies to optimize your sales funnel, shorten sales cycles, and improve conversion rates
Join my cohost Megan Heuer and me with Evan as we discuss insights and actionable tips to help you transition to an Opportunity-centric go-to-market strategy that leverages the power of Buying Groups.
0:00 - Introduction
1:25 - Poll discussion: Opportunities and Stage Reporting
3:45 - How to define a Buyer Group
7:11 - How to convince the Board to make the change from MQL measurement to an Opportunity-based approach
9:09 - What tools and processes do you need and who is involved in an organization to make the transition?
14:20 - What stage does a company consider focusing on buyer groups?
17:25 - What distinguishes the companies that succeed from those that experience false starts?
20:26 - What are the mistakes to avoid when transitioning from leads to an all opportunity type approach?
22:20 - What are the metrics to look at to determine if the transition is effective?
25:18 - What are the differences of the behavior of buyer groups on acquisition and upsell/cross-sell sides of the funnel?
27:28 - Closing words from Evan