How Leading Companies Are Orchestrating Buyer Groups in an Age of Complexity

Wed, 08 Jul 2026 00:00:00 -0400
Event Recaps

At the 2026 ANA Masters of B2B Marketing Conference, Nalina Athyantha of ServiceNow and Emily Hean of Pretzl introduced the Buyer Group Index, a new benchmark based on global research. The session explored how leading organizations orchestrate buying groups, align sales and marketing, and use data and AI to improve pipeline velocity, conversion, and revenue growth.