Rick Volz
A key to any sales effort is to identify the decision makers, influencers and recommenders and convince them that your products and services are needed to drive the business value they are striving for — whether it is efficiency, revenue generation, cost take-out, market share, etc. But, it often take weeks or months to determine the real decision-making process and its participants. Your effort up front to gather as much information about the company as you can and to go further to identify the decision makers will make your marketing analytics smarter and your sales efforts more effective.
In a recent blog article entitled “Targeting the Right Decision Makers Makes All the Difference,” Bob Riazzi describes a process to determine and track a “Decision Making Unit” (DMU). As we know, most B2B sales opportunities involve many individuals. So the effort to invest in decision- maker identification seems to be well worth it.
Now, when you combine all of your customer data, including your new DMU information, with 3rd party data sources, you have a rich foundation for B2B marketing analytics. Such analytics can be built to identify and prioritize the best opportunities by product line; to fill the sales funnel with intelligence, decision-making contacts, and qualified, prioritized opportunities; and, finally, to deliver a hyper-targeted list for awareness, nurturing, and interest creation campaigns.
As stated in the article, “By connecting with the entire DMU before the prospect moves into the sales funnel, you can accelerate the sales cycle and increase your chances of conversions.” And THAT makes ALL the difference.
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About the Author:
Rick Volz is a Business-to-Business Practice Leader for SIGMA Marketing Group, responsible for the thought-leadership and business solutions in the B2B market. Follow Rick on or connect with him on .
