Tom Burton explains why B2B sales teams need to stop chasing individual leads and start selling to entire buying groups. A trade-show badge or website signup is just one person among many decision-makers. Sales and marketing have to coordinate to reach them all.
The reason to make sales and marketing more in alignment is so that as a team, you can do a better job of communicating to these buying groups. And I think they even call it a marketing qualified buying group or something. Right. That you've done enough to actually, you know, a lot of people get a lead, right? And they say, oh, I got a name. I scanned a badge at a trade show, or somebody signed up at my website or whatever. Well, that that could be. It is most likely one individual out of many in a, in a meaningful B2B purchase that is making those decisions on, on how you're going to work with them. So understanding the entire buying group is and marketing as it relates to the whole and selling to the whole buying group is really the, the key message in there. And I thought it was very relevant.
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