Measuring B2B Success with Buying Groups and ABM

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Operationalizing and Optimizing the SiriusDecisions Demand Unit Waterfall

While most B2B organizations recognize that their buyers work in groups, marketing measurement has historically centered around individual leads. This lead-centric focus makes it difficult to plan for success, develop predictable conversion rates, and measure marketing contribution and stands in the way of robust sales and marketing alignment.

However, it doesn’t need to be this way. As more companies move to a buying group focus to support complex sales requirements and robust ABM programs, how must marketing measurement evolve?

In this on-demand webinar, SiriusDecisions Senior Research Director Ross Graber and Sherrie Mersdorf, VP Marketing at Evariant, describe and demonstrate how B2B marketers can build more accurate reporting and predictable demand models by concentrating on buying groups.

Key topics include:
  • The key elements for measuring demand against buying groups
  • How to move away from measuring individual leads
  • The associated processes and technology requirements

About InsightSquared
InsightSquared helps revenue operations professionals make better decisions by equipping them with actionable, real-time intelligence on sales and marketing KPIs. Businesses rely on our solutions to forecast more accurately, better manage pipeline, tailor rep coaching based on individual performance, understand marketing attribution, and conduct data-backed planning and analysis.