Create Demand Unit Funnel
Create a Demand Unit Funnel for each product or service offering that you have and assign target Account Group to the Funnel
Define Buyer Personas
Use demographic attributes like Title Keywords, Department, Level to create upto 5 Buyer Personas that are part of the Buying Group like IT Decision Makers, IT Influencers, Sr. Management, Procurement etc.
Identify Buyer Group Members
Buying group members matching persona definition are identified and added into the system. Each buying group member would have fields like Firstname, Lastname, Email, Job Title and Department