When we started to pull this series together, we wanted to understand the individual. Specifically, how people consume, engage and buy from companies. The foundations that underpin marketing best practice. And yet, put a group of people together and suddenly the dynamics change.

Group dynamics creates a significant impact and it is rare for companies today to make decisions individually. Harvard Business Review puts the average at 6.8 people.

Account Based Marketing moves beyond the individual lead focus. Focusing on each of the stakeholders involved. Understanding how the key stakeholders within an account interacts with each other.

I sat down with David Van Schaick, CMO at the Marketing Practice in the latest episode. He discussed the need to understand group dynamics and the impact it has on individual decision making and marketing campaigns. You can watch the whole episode below.