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According to Forrester Research, the average B2B purchase decision now involves 13 internal stakeholders and 9 external participants.* Are you marketing to all of them?
Buying committees are getting bigger, decisions are taking longer, and most B2B marketing strategies were built for a world that no longer exists. Marketers still optimizing for the MQL while 13+ other stakeholders stay dark are leaving deals on the table.
In this session, our guest speaker, Nora Conklin, Principal Analyst at Forrester, and Jon Tilden, Growth Strategist at Madison Logic, will walk through the anatomy of modern buying group complexity and provide a practical framework to evolve your qualification model from MQLs to an opportunity-centric approach.
What You’ll Learn
- The 5 stakeholder archetypes in every B2B buying committee and how each one can stall or accelerate a deal
- Why MQL-based qualification falls short and how to build an opportunity centric model that fixes the core structural flaw
- How to sell the shift internally and get sales, ops, and leadership aligned before you launch
What You’ll Walk Away With
A better understanding of buying group dynamics, plus a clear framework for building an opportunity-centric approach and gaining organizational buy-in to implement.
If your organization is still measuring success one contact at a time, this session is for you.
*Source: Master The Buying Network To Influence Customers Across Their Entire Lifecycle, Forrester Research, Inc., February 2, 2026
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