Buying Group
concept brazil Updated Sep 10, 2026 1 min read explore-buying-group.md
Buying Group represents the customer stakeholders within an account involved in a purchase decision for a product offering family, supporting multiple roles and persisting before, during, and after an opportunity.
Buying Group overview
Buying Groups represent the set of stakeholders involved in a B2B purchase decision. Buying Group captures all contacts who influence the decision, track roles and engagement at both the individual and group level, and identify gaps such as missing roles or inactive participants. This structure helps teams assess stakeholder coverage and manage the buying process more effectively.
Buying Group users
| User | Description |
|---|---|
| Marketing and sales development representative (SDR) teams | Create and manage Buying Groups early, identify relevant personas, and qualify buying readiness before an opportunity exists. |
| Account Executives (AEs)/Sales agents | Attach Buying Groups to opportunities, validate roles and stakeholders, identify gaps, and manage engagement during the sales process. |
| Sales managers and leaders | Review Buying Groups to assess opportunity health, stakeholder coverage, and risk across deals. |
Buying Group benefits
| Benefits | Details |
|---|---|
| Identification of decision stakeholders | Buying Groups make it explicit which contacts are involved in a purchase decision and what roles they play. |
| Structured evaluation of stakeholder roles | By tracking roles at the group level, Buying Groups help identify missing roles or stakeholders who are present but not engaged. |
| Early validation of buying readiness | Buying Groups help teams evaluate decision completeness before or during an opportunity, rather than evaluating contacts in isolation. |
| Continuity across opportunities | A Buying Group is an account‑level construct that can be reused across multiple opportunities, preserving knowledge of the buying committee over time. |
| Improved coordination between marketing and sales | Buying Groups provide a shared structure that spans pre‑sales and sales stages, enabling consistent tracking of stakeholder involvement and engagement. |
| Better opportunity risk assessment | By showing engagement and participation gaps at the stakeholder level, Buying Groups support more informed evaluation of deal health and potential risks. |
What to explore next
The following topics provide more information about configuring and using Buying Group:
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--- title: Buying Group description: Buying Group represents the customer stakeholders within an account involved in a purchase decision for a product offering family, supporting multiple roles and persisting before, during, and after an opportunity. locale: en-US canonical_url: https://www.servicenow.com/docs/r/order-management/explore-buying-group.html release: brazil topic_type: concept last_updated: "2026-09-10" reading_time_minutes: 1 breadcrumb: [Sales automation, Explore, Sales Customer Relationship Management] --- # Buying Group Buying Group represents the customer stakeholders within an account involved in a purchase decision for a product offering family, supporting multiple roles and persisting before, during, and after an opportunity. ## Buying Group overview Buying Groups represent the set of stakeholders involved in a B2B purchase decision. Buying Group captures all contacts who influence the decision, track roles and engagement at both the individual and group level, and identify gaps such as missing roles or inactive participants. This structure helps teams assess stakeholder coverage and manage the buying process more effectively. ## Buying Group users |User|Description| |----|-----------| |Marketing and sales development representative \(SDR\) teams|Create and manage Buying Groups early, identify relevant personas, and qualify buying readiness before an opportunity exists.| |Account Executives \(AEs\)/Sales agents|Attach Buying Groups to opportunities, validate roles and stakeholders, identify gaps, and manage engagement during the sales process.| |Sales managers and leaders|Review Buying Groups to assess opportunity health, stakeholder coverage, and risk across deals.| ## Buying Group benefits |Benefits|Details| |--------|-------| |Identification of decision stakeholders|Buying Groups make it explicit which contacts are involved in a purchase decision and what roles they play.| |Structured evaluation of stakeholder roles|By tracking roles at the group level, Buying Groups help identify missing roles or stakeholders who are present but not engaged.| |Early validation of buying readiness|Buying Groups help teams evaluate decision completeness before or during an opportunity, rather than evaluating contacts in isolation.| |Continuity across opportunities|A Buying Group is an account‑level construct that can be reused across multiple opportunities, preserving knowledge of the buying committee over time.| |Improved coordination between marketing and sales|Buying Groups provide a shared structure that spans pre‑sales and sales stages, enabling consistent tracking of stakeholder involvement and engagement.| |Better opportunity risk assessment|By showing engagement and participation gaps at the stakeholder level, Buying Groups support more informed evaluation of deal health and potential risks.| ## What to explore next The following topics provide more information about configuring and using Buying Group: - [Configuring Buying Group](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/brazil/markdown/order-management/configure-buying-group.md) - [Using Buying Group](https://raw.githubusercontent.com/ServiceNow/ServiceNowDocs/brazil/markdown/order-management/using-buying-group.md)
| title | Buying Group |
| description | Buying Group represents the customer stakeholders within an account involved in a purchase decision for a product offering family, supporting multiple roles and persisting before, during, and after an opportunity. |
| locale | en-US |
| canonical_url | https://www.servicenow.com/docs/r/order-management/explore-buying-group.html |
| release | brazil |
| topic_type | concept |
| last_updated | 2026-09-10 |
| reading_time_minutes | 1 |
| breadcrumb | Sales automationExploreSales Customer Relationship Management |