# 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 But many go-to-market teams still rely on outdated MQL models that don’t reflect how real buying happens.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](https://www.linkedin.com/in/chrismoody/)

**Terry Flaherty**  
Vice President, Principal Analyst, Forrester  
[LinkedIn](https://www.linkedin.com/in/terryflaherty)

**Matthew Miller**  
Sr. Principal, Global ABX, Workday  
[LinkedIn](https://www.linkedin.com/in/matthewtmiller/)

## Additional Information

### Sponsored by

### Upcoming Events

#### [GO NYC](https://go-event.demandbase.com/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.

#### [B2B advertising that works: Tactics to reach buyers and prove ROI](https://mprofs.com/ffsc55205)
##### August 14, 2026
Join Demandbase to learn how to reach the full buying group, focus advertising on high-value accounts, and connect campaign performance to pipeline.

#### [Customer office hours – Leveraging AI within site customization](/content/customer-office-hours/index.html)
##### August 21, 2026
Please join a Demandbase Technical Account Manager focusing on how to leverage AI within your Site Customization experiences.

#### [Building an always-on advertising strategy for ABM](/content/resources/webinar/always-on-abm-advertising/index.html)
##### August 26, 2026
Learn how to build an always-on advertising strategy for ABM using intent data and account insights to engage in-market accounts and grow pipeline.