Map every role, per opportunity
The graph is built around the deal, not just the account: each person's role in this decision, their priorities and their relationship to your team.
The Buying Group Graph
See everyone in the deal, including the buyers you haven't met.
Others show you that an account is active. The Buying Group Graph shows you who is in the decision, what each person cares about, who you're missing and what to do next.
The invisible majority
Your CRM shows the people your seller has reached. Not the room that decides.
- active members in the average B2B buying group
11
active members in the average B2B buying group
Gartner, B2B Buying Journey, 2024
- internal stakeholders plus external influencers shaping a typical decision
13 + 9
internal stakeholders plus external influencers shaping a typical decision
Forrester, The State of Business Buying, 2026
- members of that group a typical CRM record actually shows
2–3
members of that group a typical CRM record actually shows
Illustrative
What it holds
A living map, not a contact list.
A list answers who exists. A graph answers who matters and through whom. Questions like “who does the security lead trust” or “which of our people can reach the CFO in one hop” are graph questions: they cannot be answered from a flat CRM table.
- People and their role in the decision, not just their job title.
- Reporting lines and lateral influence inside the account.
- Each person's stated and inferred priorities.
- Relationship history: who on your side has talked to whom, and when.
- Coverage gaps: required roles with no relationship yet.
- Signals attached to people and to the account, with their source.
What you can do with it
From the map to the next move.
Expose the coverage gaps
Agentive flags the roles a purchase like yours requires and shows which ones have no named relationship yet, before they stall the deal.
Prepare for each person
Every role gets a different reason to care. Agents prepare role-specific briefs, questions and messages for the seller to review.
Stay current through the cycle
The graph is rebuilt from the systems you already run (CRM records, calendar and email metadata, firmographic data, intent signals and public sources), so it reflects the account as it is today, not as it was at qualification.
The roles that usually appear
Every enterprise purchase needs these people.
Map the roles before the second call, not after the proposal, and name the gaps explicitly.
Ostrevan · Live deal3 of 6 roles covered
Economic buyer
Owns the budget and the business outcome.
Champion
Wants the change and will argue for it internally.
Users
Judge whether the work actually gets easier.
Technical evaluator
Integration, architecture, data.
Security and privacy
Gates the deal, rarely sells it.
Procurement and legal
Control timing, terms and price.
FAQ
Questions about the Buying Group Graph.
What is a Buying Group Graph?
A Buying Group Graph is a living map of every person who influences a deal, what each one cares about, and how they are connected to each other and to your team.
How is it different from a contact list in the CRM?
A list answers who exists. A graph answers who matters and through whom. Questions like “who does the security lead trust” or “which of our people can reach the CFO in one hop” are graph questions: they cannot be answered from a flat CRM table.
How does the graph stay up to date?
It is rebuilt from the systems you already run (CRM records, calendar and email metadata, firmographic data, intent signals and public sources), so it reflects the account as it is today.
Book a demo.
Bring one live opportunity. Leave with the map.