From MQLs to Buying Groups: Rethinking How B2B Revenue Teams Drive Pipeline

Date: Wednesday, July 23rd, 2025
Time: 9:30am – 10:30am PT | 9:30am – 10:30am UK

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 But many go-to-market teams still rely on outdated MQL models that don’t reflect how real buying happens.

Join Demandbase and guest speakers from Forrester and Workday for a thought-provoking session on how sales and marketing teams can align around Buying Groups to build pipeline that closes.

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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