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0:35
YouTube
LeanData
What Is a Buying Group and Why Does It Change B2B Sales?
B2B buying has fundamentally changed. Most go-to-market systems haven't. LeanData CEO Katy Keim opened OpsStars 2025 with a direct challenge to how revenue teams think about buyers. The problem: most CRMs, workflows, and routing systems are built around leads and accounts. But leads and accounts don't sign contracts. Buying groups do. Katy says ...
451 views
2 weeks ago
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