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Evolving Beyond MQLs: Insights into Buying Group Dynamics

Evolving Beyond MQLs: Insights into Buying Group Dynamics

A New Methodology

In the rapidly evolving landscape of B2B sales, a significant shift is taking place, marking a pivotal transformation in how businesses approach their sales strategies. The traditional focus, heavily reliant on marketing-qualified leads (MQLs), is gradually giving way to a more holistic and inclusive methodology that emphasizes the importance of engaging with buying groups. This transition is not merely a change in strategy; it represents a profound response to the intricate nature of B2B purchasing decisions and the nuanced, collective decision-making process that is characteristic of most modern companies.

Understanding the Shift

At the core of this paradigm shift is a growing recognition of the complex dynamics that underpin B2B buying decisions. Traditionally perceived as being made by individuals, these decisions are, in reality, the outcome of a comprehensive process involving multiple stakeholders. These stakeholders come together to form what is known as a buying group, representing a collective decision-making unit within a company. By focusing on these groups, businesses can gain a more nuanced understanding of the purchasing dynamics, which often involve a broad spectrum of needs, preferences, and concerns.

The Ineffectiveness of MQLs

For years, sales and marketing teams have dedicated their efforts to identifying and nurturing marketing-qualified leads. This approach, while once effective, increasingly fails to capture the multifaceted nature of B2B decision-making. The assumption that the path to purchase is linear overlooks the reality that B2B purchasing processes are complex, iterative, and involve the deliberation and consensus of a wide array of stakeholders within the organization. This oversight can lead to inefficiencies and missed opportunities in engaging potential clients.

The Advantages of Focusing on Buying Groups

Transitioning the focus towards buying groups offers several distinct advantages over the traditional emphasis on individual MQLs:

  • Holistic Understanding: By engaging with the entire buying group, sales teams can achieve a deeper and more comprehensive insight into the collective needs, preferences, and concerns of all stakeholders involved in the purchasing decision. This holistic approach facilitates a more tailored and effective sales strategy.
  • Group Consensus: Targeting buying groups enables sales teams to shift their approach from persuading individuals to facilitating group consensus. This approach is more congruent with the collaborative nature of modern B2B purchasing behaviors and can lead to more meaningful engagements.
  • Reduced Sales Cycles: By engaging with buying groups early in the decision-making process, sales teams can simultaneously address the concerns and interests of all parties involved. This proactive engagement can significantly reduce sales cycles and improve overall conversion rates.
  • Leveraging Digital Collaboration: The advent of remote work and the proliferation of digital collaboration tools have made it easier for sales teams to identify and engage with buying groups. These technologies offer unprecedented insights into group dynamics and interactions, empowering sales teams to tailor their approach more effectively.

Case Studies Highlighting Success

The efficacy of focusing on buying groups is not merely theoretical. Several industry leaders have already reaped substantial benefits from adopting this approach:

  1. Adobe reported a 20% reduction in their sales cycle and a 15% increase in conversion rates by engaging buying groups, demonstrating the effectiveness of addressing the collective needs of stakeholders.
  2. IBM experienced a 25% increase in deal size and a 20% improvement in win rates through early identification of key stakeholders and tailoring their approach to accommodate the group, showcasing the value of a nuanced, collective engagement strategy.
  3. Salesforce observed a 30% decrease in their sales cycle and a 25% increase in average deal size by effectively leveraging CRM data to identify and engage with buying groups, underscoring the potential of data-driven strategies.
  4. A SaaS startup achieved a remarkable 40% increase in their qualified lead-to-customer conversion rate by pivoting their strategy towards buying groups, leading to more effective and efficient sales conversations.

Supporting Data

The shift towards buying groups is supported by compelling data:

  • According to Forrester, a staggering 75% of B2B buyers prefer to make purchasing decisions as part of a group, highlighting the collective nature of modern B2B purchasing.
  • Gartner highlights that B2B buying groups now comprise an average of 6-10 decision-makers, underscoring the diversity and complexity of the decision-making process.
  • LinkedIn’s research shows that on average, 5.4 people are involved in B2B purchase decisions, further emphasizing the collaborative aspect of purchasing.
  • A study by Harvard Business Review Analytics Services found that companies engaging buying groups effectively are 8% more likely to grow revenue faster than their competitors, demonstrating the tangible benefits of this approach.


The focus on buying groups represents a strategic evolution in B2B sales, aligning with the complex and collective nature of purchasing decisions in this sector. By understanding and engaging with the entire buying group, companies can achieve a competitive advantage, leading to shorter sales cycles, improved conversion rates, and ultimately, greater success in the B2B marketplace. For B2B Sales Teams, Marketing Analysts, and Decision Makers looking to stay ahead, recognizing and adapting to the dynamics of buying groups is not just beneficial; it’s essential for continued growth and success in an increasingly competitive environment.

Interested in learning more about how to leverage buying group dynamics in your sales strategy? Reach out to us for insights and strategies tailored to the modern B2B sales landscape.

The success of a company comes from the collective energy and efforts of its people. They are the driving force behind any organization.




B2B, Buying Groups, CMO, Forrester, Gartner, HBR, IBM, LinkedIn, Martech Broker, MQL, SaaS, Salesforce, Streamline

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