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Current marketing systems feed the former into nurturing streams while ignoring the latter.
That means most marketing systems are missing out, on average, on 59% of potential revenue.
However, currently most systems can’t separate the activity of ten strangers from a buying group of ten colleagues – they just aren’t equipped, or the data isn’t being tracked correctly.
Let’s be clear – it’s possible to reach that 59%, if a company is willing to begin the transition to a system that has the ability. And if you’re an early mover, you’ll gain a significant advantage over your competitors.
Information courtesy of “SiriusDecisions Research Brief: Identifying and Overcoming Buying Group Blindness”
Imprivata directors Lynne Powers and Naomi Marr agreed to sit down with SiriusDecisions’s Kerry Cunningham, and True Influence’s Kay Kienast and Jodie Twitchell and talked about how Imprivata addressed buying group blindness.