The 2025 OpsStars Award Winner for the Buying Groups Trailblazer Award goes to:
Veeam
Veeam faced a challenge many marketing leaders know well: drive major pipeline growth with fewer resources. The company’s traditional lead-centric model created disconnects between sales and marketing, limiting their ability to scale and meet ambitious growth targets. A shift was needed to align the entire organization on a new revenue approach.
Veeam reimagined its marketing organization, processes, and technology by replacing the outdated Lead Waterfall model with Forrester’s Revenue Waterfall. The company prioritized buying groups over individual leads, establishing a global SDR organization with consistent processes and enabling a pivot from lead-focused to opportunity-focused engagement.
With persona-driven content, targeted digital programs, and a focus on identifying group activity, Veeam reshaped its go-to-market strategy around how real buying committees make decisions. This approach aligned sales and marketing around opportunities, fueling growth and accelerating the sales cycle.
Operational Results
- 7% increase in new opportunities
- 46% rise in average opportunity size
- 41% growth in the value of won opportunities
- 40% shorter sales cycle
- 86% increase in pipeline
