How Does TPG Help Design Segmentation Aligned to Buying Committees?
Map every role in the buying committee to the right messages and channels so revenue teams orchestrate journeys that move real opportunities forward today.
TPG designs segmentation aligned to buying committees by mapping real decision paths, structuring your CRM and HubSpot data model around roles and influence, and building reusable audience frameworks that connect marketing, sales, and customer success. Instead of one-size-fits-all lists, you get role-based segments at the account and contact level that match how complex deals are actually won.
What Matters for Buying-Committee Aligned Segmentation?
The TPG Playbook for Buying-Committee Segmentation
Use this sequence to turn “lists of leads” into a structured buying committee model that your revenue teams can actually use.
Discover → Model → Structure → Segment → Activate → Enable → Govern
- Discover real buying dynamics: TPG interviews sales, marketing, and customers to document who is involved, what they care about, and how deals progress in your world.
- Model buying committees: Define committee archetypes by solution or segment, including typical roles, influence levels, information needs, and common blockers.
- Structure your data: Configure HubSpot and your CRM with standard fields for role, buying group, and product interest; normalize job titles and account hierarchies.
- Build core segments: Create reusable smart lists and views that identify complete or partial buying committees at key accounts, with clear naming and governance.
- Activate across channels: Map each segment to plays in email, sales sequences, ads, and events, tailoring content and CTAs to each role’s concerns and timing.
- Enable revenue teams: Deliver playbooks, visuals, and in-app guidance so marketers and sellers know how to use segments in day-to-day execution.
- Govern and iterate: Review segment performance, refine role definitions, and retire unused lists so your buying-committee model stays accurate as markets evolve.
Buying Committee Segmentation Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Buying Committee Definition | Vague sense of “decision makers” | Documented committee archetypes with named roles by solution and segment | Product Marketing / Sales Leadership | Committee coverage % per opportunity |
| Data Model & Fields | Free-text job titles and notes | Standard role, influence, and buying group fields in HubSpot and CRM | RevOps | Data completeness for key roles |
| Segmentation & Audiences | One-off lists created per campaign | Reusable, governed segments aligned to buying committees and stages | Marketing Ops | Segment reuse and performance |
| Activation & Plays | Same message to all contacts | Role-specific plays orchestrated across email, sales, and ads | Demand Gen / Sales Enablement | Multi-threaded opportunity rate |
| Measurement & Insight | Deal attribution only by channel | Pipeline and win rate by role, committee completeness, and segment | Revenue Analytics | Win rate with full committees |
| Governance & Change Management | Uncontrolled field and list sprawl | Governed taxonomy, list standards, and quarterly reviews | RevOps | Adherence to standards |
Client Snapshot: 2x Multi-Threaded Deals in 90 Days
A B2B financial services provider was treating every inbound lead as a solo decision maker. TPG helped define buying committee roles, restructured HubSpot fields, and built committee-based segments for outreach and ads. Within one quarter, multi-threaded opportunities doubled and win rates improved where at least three key roles were engaged. Learn how buying-committee thinking supports regulated industries in Improve Your Financial Services.
When segmentation mirrors how buying committees actually make decisions, you stop chasing lone contacts and start guiding complete groups toward consensus—shortening sales cycles and making revenue more predictable.
Frequently Asked Questions about Buying-Committee Segmentation with TPG
Design Segmentation That Matches How Buying Committees Decide
TPG helps you reshape HubSpot and your CRM so every campaign, play, and report is grounded in real buying roles and opportunities.
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