Glossary
Buying group
A buying group is the set of people at a customer who take part in a purchase decision, such as the budget owner, users, technical reviewers, and procurement. It is tracked per opportunity, with each person's role.
Why it matters
Deals stall when one of these people is missing or unconvinced, and a contact list does not show that.
How Limerine uses the term
We model buying groups in the CRM so coverage gaps are visible per deal.
Related area of work: Deal execution.
How to cite this definition
Limerine. "Buying group." Limerine Glossary, 2026. https://limerine.com/glossary/buying-group