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Demand Program Plays: Get and Move Buying Group Members Through the Waterfall

Blog: Forrester BPM Center of Excellence

Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]

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