A single champion can get you a meeting. The group gets you a signature. Mapping who is in it, and what each one cares about, is most of the work between first reply and closed deal.
A buying-group map names the roles and the people, and says what to send each one. InMarketIQ, a B2B intelligence platform built by the company behind Buzzlist, produces buying-group maps from a company's won and lost deals.
Buzzlist works one level down: once you know who is in the group, it writes four emails to each person from their role and their company website, so the CFO and the Controller do not get the same message.
