Buying groups are evolving fast, and marketers who stick to outdated targeting models risk missing the real decision-makers. In this article, Lea Kimball, SVP of Data Solutions at Anteriad, highlights the need to rethink how buying groups are identified, understood, and activated. Her perspective centers on using deeper, more connected data to map influence across accounts and engage stakeholders with precision. The result is smarter targeting, stronger engagement, and a clearer path to revenue growth.