Leading change: Unpacking the Forrester B2B Summit, North America
Modern B2B
MAY 23, 2024
This leads on to the concept of buying groups. And, whilst the concept of a buying group within an account is not a new thing when developing personas and audience profiling, for Forrester, they were keen to bring the concept of the buying group into CRM and report on it. An opportunity traditionally sits at the account level.
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