Most B2B teams treat buying groups as a checkbox — something marketing builds for account targeting or sales throws together in a spreadsheet. In this episode, Drew makes the case that buying groups (or buying committees) are one of the most undervalued levers in B2B go-to-market, precisely because marketing and sales tend to view them in isolation instead of as a shared operating asset.

The conversation breaks down why this matters most at the enterprise level, where a single account might have hundreds or thousands of contacts in the CRM, but only a handful actually touch any given deal. Drew argues that without a clearly defined buying group, marketing ends up reporting attribution on people who have no idea an opportunity even exists, and sales stays dangerously single-threaded. He frames buying groups as a de-risking mechanism on the sales side specifically — if a rep goes on leave or a book of business needs to be reassigned, a documented buying group means a sales leader can pick up 40 open opportunities without weeks of discovery to figure out who's actually involved and what role they play.

From there, the discussion moves into how the two functions should actually hand off to each other. When sales identifies the real players in a deal and shares that with marketing, it should trigger targeted one-to-one outreach — pushing those specific contacts into LinkedIn audiences and tailoring messaging to their role and the specific problem being solved, without shutting off broader account-level programs like brand air cover or webinar invites that still add value even to people outside the immediate buying group. Marketing also plays a validation role: when sales chases a title without real market context, marketing (armed with personas and product marketing insight) can flag whether that's actually the right person — and can warm up unfamiliar contacts before a sales meeting even happens, so the rep isn't starting from zero.

The throughline: buying groups aren't a marketing artifact or a sales artifact — they're the connective tissue that makes attribution accurate, sales multi-threaded, and the handoff between the two functions actually collaborative instead of parallel.

Most B2B teams have a buying group problem they don't know they have: they've split buying committees into two silos — marketing owns targeting, sales owns relationships — and neither side is getting the full value of the concept.

In this episode of the B2B Orchestration Podcast, Drew breaks down why buying groups are one of the most undervalued levers in B2B go-to-market, especially at the enterprise level where a single account might have hundreds or thousands of contacts in the CRM, but only 5–12 of them actually touch a given opportunity. The buying group is what narrows that funnel down to the people who matter — and almost every org is only using half of what it can do.

On the marketing side, buying groups enable laser-focused targeting: messaging tailored to a contact's specific role in the committee, plus cleaner attribution reporting, since marketing stops crediting influence on people who have no idea an opportunity even exists. On the sales side, the case is different but just as strong. Buying groups force multi-threading, which de-risks every deal against the classic single-threaded failure mode — including the scenario Drew walks through where a rep suddenly goes on leave and 40 opportunities need to be picked up cold. If the buying group is already mapped, that handoff is trivial instead of a multi-week fire drill. It also gives sales leaders a fast way to audit an opportunity's real health just by looking at who's attached, and makes it far easier to loop in an executive sponsor without a lengthy briefing first.

The conversation then turns to orchestration: what happens once sales identifies the buying group and hands it to marketing. Drew's answer is that this should trigger targeted one-to-one outreach — pushing the buying group into LinkedIn audiences, tailoring messaging to "person A at account X with problem Z" instead of generic account-based messaging — without turning off the broader air-cover marketing (brand, display, webinars) still running underneath. The two operate in parallel, not in place of each other.

The most practical section covers how marketing supports sales before a cold outreach even happens: validating that sales is chasing the right title using personas and product marketing data (since sales sometimes locks onto a title without confirming it's actually the right persona), and pre-warming buying group members with brand and value-prop exposure so that by the time sales gets a meeting, the prospect already has context. As Drew puts it, it's infinitely easier to get a meeting with someone who already knows your brand than someone who's never heard of you — and that head start changes the quality of the first sales conversation, not just whether it happens.

If you're in RevOps, demand gen, or a sales leadership role and your buying group strategy currently lives in either a CRM field sales fills out or a marketing segment nobody on the sales side has seen, this episode makes the case for why that split is costing you pipeline efficiency on both sides.

In this episode of B2B Orchestration, we dive into one of the most debated topics in customer data: what actually qualifies as a Customer Data Platform (CDP)?

Rather than focusing on vendor labels, we explore the three foundational capabilities every CDP should provide: data ingestion, identity resolution, and audience activation. The conversation highlights why unifying customer identities across channels is often the hardest and most valuable part of the equation, and why simply collecting data is not enough.

We also discuss the importance of data strategy, governance, privacy, and security, along with the role data modeling plays in making customer insights actionable for marketers and business users. Finally, we examine why organizations should evaluate CDPs based on business outcomes, not product categories.

Key topics include:

• The three core functions of a CDP
• Why identity resolution matters more than data collection
• Different approaches to customer identity stitching
• Data strategy and governance best practices
• Turning data into actionable audiences and insights
• How to evaluate CDPs based on capabilities and outcomes

Tune in to learn how leading organizations transform fragmented customer data into unified profiles that drive better experiences, smarter decisions, and measurable business results.

Every B2B marketer has heard an executive say the same thing about a CDP: "Isn't this just another tool?" In this episode of B2B Orchestration, host Ian Michels sits down with Jessica Kao — a marketing operations and MarTech veteran who built her career owning the automation and data analytics stack at multiple companies — to unpack why that framing is exactly backwards, and how to change the conversation at the executive level.

Jessica opens by tracing her own path into CDP ownership: marketing operations and marketing technology naturally evolve toward owning more of the data stack, because B2B marketers increasingly need to unify product data, call center data, and every other signal source into one place. She makes the case that data analytics fluency is one of the two clearest career-growth paths inside marketing operations today — and that AI has fundamentally lowered the barrier to entry. Understanding schemas and data mapping used to require real coding chops; now, AI agents handle much of that translation work, meaning the strategic skill — knowing how to turn data into actionable outcomes — matters more than the technical skill of building the pipes.

The heart of the episode is Jessica's framework for selling a CDP internally. Her advice: don't lead with the technology. She compares a CDP to the foundation of a house — nobody admires cement, but nothing stands without it. Instead of opening with "we'll have unified profiles," she built her business case backward from revenue: identify the highest-value use cases, attach real pipeline dollars to each one, and only then explain the CDP capabilities powering them underneath. Technical architecture is the "double click," not the headline.

Ian connects this to a broader shift in B2B buying behavior: the research window before a buyer ever raises their hand is shrinking, and the widely cited stat that 60–70% of the B2B buying journey happens before a rep is contacted means most of the signal is invisible unless you have a system built to catch it. He extends the point to expansion motions too — the same blind spot that costs new logos also costs upsells, since a prospect that's already a customer is still showing intent signals about what they're evaluating next.

The most actionable takeaway: build the business case top-down, not bottom-up. Anchor the CDP pitch in dollars and use cases before architecture, and treat AI not as a replacement for data strategy but as an accelerant that frees marketers to focus on the connections and activation layer — because as Jessica notes, the real value now sits less in the audience list you send and more in the context and freshness behind it.