LeanData uses AI to uncover the role and influence of each buying group member across the journey. Align your GTM teams with signal-driven actions that engage every buyer, accelerate decisions, and increase win rates.
Drive More Revenue with Buying Groups
2 x
Increase in win rates
>
30 d
Deal velocity
15 %
Increase in uncovered opportunities
BUYING GROUPS BLUEPRINT
See how AI maps the real decision-makers behind your deals and builds your unique buying group strategy.
Uncover historic patterns across opportunities to identify buying group members, roles, and influence
Pinpoint the touchpoints that drive outcomes and align teams around what truly moves deals forward
Establish baseline metrics and ongoing measurement to prove ROI and guide the evolution of your buying group motion
How Veeam Unlocked Hidden Pipeline and Boosted Opportunity Value by 200% with LeanData
Veeam revolutionized its go-to-market strategy by leveraging LeanData to unify fragmented buyer signals, align teams around opportunities, and achieve a 200% increase in opportunity value while boosting pipeline efficiency by 50%.
A buying group is a committee of individuals involved in an organization’s decision-making process for a purchase. In B2B sales, most purchase decisions involve multiple stakeholders, each playing a distinct role, such as the decision maker, champion, financial approver, influencer, gatekeeper, or end user. Forrester research shows that 82% of buying decisions are made by a group, and on average, 13 people within an organization are involved in a buying decision. A buying group is connected to a specific opportunity moving through the sales cycle, making it the most accurate unit for measuring buyer intent and engagement.
What is a Buying Groups Motion and how does it differ from ABM or lead-based marketing?
A Buying Groups Motion is a B2B go-to-market approach where marketing and sales collaboratively identify, engage, and qualify all members of a buying committee as a single opportunity aligned to a specific solution. It sits between lead-based marketing, which targets individual contacts and misses the full committee, and account-based marketing (ABM), which targets entire accounts and is too broad. The Buying Groups Motion is organized around the opportunity object in your CRM, which acts as a container connecting all buying committee members to a deal.
How does LeanData’s Buying Groups platform work?
LeanData’s Buying Groups platform automates and scales an opportunity-centric motion natively inside Salesforce. It uses a Journey Object to track all deal influencers from pre-opportunity engagement through close, including roles, signals, and missing committee members. The platform identifies buying group members by role and influence, uses AI to update group composition, and streamlines handoffs from marketing to sales. It also includes LeanData Blueprint, a diagnostic tool that analyzes your last 24 months of closed opportunity data to uncover buying group patterns, establish an ROI business case, and define the right personas and roles for your specific sales motion.
What results can B2B companies expect from a Buying Groups Motion?
B2B companies that shift to a Buying Groups Motion consistently see higher conversion rates, faster deal velocity, and larger average deal sizes. Forrester estimates that delivering a verified buying group to sales results in a 20% to 50% improvement in conversion rates. LeanData customer Reltio reported 20% growth in actionable sales pipeline, 24% faster opportunity progression year over year, and a 50% reduction in closed-lost opportunities after adopting a buying group strategy. Companies also uncover 5% to 15% more hidden opportunities and create 10% to 20% more new opportunities through better prioritization and qualification of buying groups.
Smarter Strategies. Stronger Execution.
Blueprint uses AI to reveal members, roles, and touchpoints. Edition brings that strategy to life in your CRM with automation, tracking, and visibility. Together, they drive more wins.
