Case Study: Workiva gains buy-in for buying groups with LeanData

Workiva boosts pipeline from under $25 million to over $80 million with LeanData

Workiva, a data intelligence company, sought to move beyond traditional MQL-based marketing to a more effective, signal-driven revenue process. They partnered with the vendor LeanData to operationalize a buying groups strategy, aiming to secure executive buy-in and transform their go-to-market orchestration.

LeanData provided the strategy and framework for implementing buying groups. With their support, Workiva built a cross-functional Revenue Council, validated the approach with compelling data, and launched a pilot "Signal Hub" dashboard. This solution dramatically increased their projected pipeline from under $25 million with the old model to over $80 million with buying groups, creating significant grassroots momentum for a full rollout.

Workiva