From MQLs to Buying Groups: Rethinking how B2B revenue teams drive pipeline

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 But many go-to-market teams still rely on outdated MQL models that don’t reflect how real buying happens.

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.

Speakers

Chris Moody
Chief Evangelist, Marketing
LinkedIn

Terry Flaherty
Vice President, Principal Analyst, Forrester
LinkedIn

Matthew Miller
Sr. Principal, Global ABX, Workday
LinkedIn

Additional Information

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Upcoming Events

GO NYC

October 19-20, 2026 — Brooklyn, NY

Join the leaders redefining how buying groups are engaged, signals are activated, and pipeline is created in the age of AI.

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