Summary
The Buying Groups Tech Map is an infographic that catalogs common software across key categories a go-to-market (GTM) team uses to run a Buying Groups Motion. Use it to quickly understand what tools typically sit in each part of the stack, from CRM and orchestration to marketing activation, sales activation, and reporting and analytics.
What You’ll Learn
- How buying group technology fits across the GTM lifecycle
- The role of CRM as the foundation for buying groups
- Where orchestration connects data and action
- How marketing and sales activation tools support buying groups
- Why reporting and analytics matter for buying group visibility
Understanding the Buying Groups Technology Landscape
Buying groups have become the reality of enterprise B2B purchasing, yet most GTM stacks are still built around individual leads and disconnected tools. The Buying Groups Tech Map provides a clear view of how technology supports buying group execution across the full GTM lifecycle.
Built on the CRM as the system of record, the map organizes the buying groups ecosystem into four categories that enterprise teams rely on to move from signals to coordinated action.
Core Components include data enrichment and prospecting, marketing automation platforms, account based marketing, data automation, and orchestration. These systems establish clean data, connect stakeholders, and create a foundation for buying group visibility.
Marketing Activation focuses on intent data providers, personalization, chat and AI, digital ad campaign management, and advertising networks. These tools help teams identify early buying signals and engage accounts across channels.
Sales Activation includes sales engagement, meeting scheduling, and sales collaboration tools that support timely, coordinated responses once buying momentum builds.
Reporting and Analytics brings together engagement, buying groups, attribution, sales forecasting, and data analytics and visualization to help teams understand what is working and where execution breaks down.
Together, the map shows how Intelligent GTM Orchestration connects systems, signals, and actions so buying groups move forward with clarity rather than friction.
