The Buying
Group Shift
The "Individual Lead" is an outdated metric. In high-stakes B2B, the unit of value is Consensus.
Industry Rejections
The "Solo" Prospect
We no longer believe a single person makes the decision. Treating three people from one company as separate leads creates a disjointed experience.
Volume over Signal
Measuring success by database size is noise. True signal is found in account-level engagement across multiple stakeholders.
Core Beliefs
The Unified Collective
Success comes from identifying the Buying Committee and aggregating individual signals into a single "Account Intent."
Consensus is the Goal
Our job is to facilitate an agreement between stakeholders who are acting in groups to reduce the risk of a bad purchase.
Modern B2B Buying Realities (2026)
Invisible Buying Networks
60-70% of research happens before the first sales contact.
Risk-Sensitive Consensus
Buyers act in groups to validate findings and reduce individual risk.
Omnichannel Continuity
Unified data across sales and marketing prevents "reintroducing" needs.
Why Consensus Wins
In a world of invisible research and group-led decisions, your ability to map the "Invisible Buying Group" determines your success. Companies don't buy; groups of people do.