How Does ABX Apply VoC to Buying Groups?
Account-Based Experience (ABX) uses Voice of the Customer (VoC) from every interaction to understand the needs, risks, and motivations of each individual in the buying group—so you can orchestrate coordinated, relevant experiences that move the whole account forward, not just a single contact.
ABX applies VoC to buying groups by capturing signals from every member of the decision committee, translating those signals into roles, needs, and intent, and then orchestrating tailored experiences across marketing, sales, and customer success. Instead of treating an account as a single lead, ABX uses VoC to identify champions, blockers, and influencers, align messages to their concerns, and coordinate next best actions that help the whole group make a confident decision.
What Matters When ABX Uses VoC for Buying Groups?
The ABX + VoC Playbook for Buying Groups
Use this sequence to connect what buying groups say and signal with how your teams prioritize, orchestrate, and measure account experiences.
Identify → Capture → Map → Orchestrate → Enable → Measure → Optimize
- Identify the buying group: Define the key roles in your target accounts (e.g., sponsor, champion, decision-maker, technical evaluator, user), and configure your MAP/CRM to track buying group membership at the opportunity or account level.
- Capture VoC from every role: Collect signals from email engagement, form responses, website behavior, events, sales conversations, product evaluations, and customer calls. Tag each VoC entry to a specific person, role, account, and stage.
- Map VoC to buying group needs: Translate raw feedback into structured themes—priorities, risks, requirements, success criteria—for each role. Distinguish champions from skeptics and identify what each needs to move forward.
- Orchestrate ABX plays using VoC: Use these themes to trigger account-based journeys: executive briefings, technical validations, pilot offers, peer stories, and ROI narratives. Align channels (email, ads, outbound, in-product) so every touch reflects what the buying group has already told you.
- Enable revenue teams with context: Surface VoC summaries and recommended talk tracks inside CRM and sales enablement tools so SDRs, AEs, and CSMs can personalize outreach without hunting for data.
- Measure impact by buying group: Track pipeline creation, deal velocity, win rate, and expansion at the buying group level, alongside experience metrics like NPS/CSAT and engagement depth by role.
- Optimize segments, plays, and content: Use pattern recognition from wins, losses, and stalled deals to refine your ideal buying groups, VoC prompts, and ABX playbooks over time.
ABX + VoC Buying Group Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Buying Group Definition | Single “lead” per account; roles unclear | Standard roles and buying groups defined, tracked in MAP/CRM | RevOps / Sales Ops | Buying Group Coverage % |
| VoC Capture | Scattered notes in emails and decks | Systematic VoC capture across journeys, linked to contacts and opportunities | Marketing / CX | VoC Signals per Opportunity |
| Insight Synthesis | Unstructured comments per deal | Structured themes for needs, risks, and criteria by role and segment | Insights / Strategy | Coverage of Key Buying Criteria |
| ABX Orchestration | Generic ABM campaigns | VoC-triggered ABX plays tailored to buying groups and roles | Demand Gen / ABX Lead | Deal Velocity & Win Rate |
| Team Enablement | Reps hunt for context ad hoc | VoC summaries and recommendations embedded in workflows | Enablement | Rep Adoption of VoC Insights |
| Measurement & Governance | No clear link between VoC and revenue | ABX council reviews VoC patterns, buying groups, and outcomes quarterly | Revenue Council / Leadership | Revenue Influenced by ABX Buying Groups |
Client Snapshot: Using VoC to Unblock Buying Groups
A technology provider layered VoC from discovery calls, demos, and trials into its ABX program. By distinguishing technical skeptics from business champions in each buying group and orchestrating role-specific plays, the team accelerated complex deals and improved win rates. To see how disciplined revenue marketing and buying group focus show up in practice, explore our work with Comcast Business and learn how organizations benchmark performance using the Revenue Marketing Index.
When ABX and VoC come together, buying groups stop being a black box. You see how each stakeholder experiences your brand, what they need next, and which coordinated actions will move the entire account toward a confident “yes.”
Frequently Asked Questions about ABX, VoC, and Buying Groups
Make Buying Groups the Center of Your ABX Strategy
We’ll help you connect VoC, buying groups, and ABX so your revenue teams share one strategy, one view of the account, and one set of metrics for pipeline and growth.
Take the Revenue Marketing Assessment (RM6) Get the Revenue Marketing eGuide