- Business-to-business: Understanding complex sales channels
A CRM program aimed at one corporate account actually depends on managing multiple relationships with numerous stakeholders—from the C-level through procurement, right down to the end user. To effectively manage relationships with those interdependent—yet frequently siloed—stakeholders, it is essential to understand the corporate decision-making process across the target accounts. For a large B2B client, CMI deployed a “case study” approach to understand the motivations, needs, expectations, and processes of all key purchasing influencers.
The result: developed new collateral and training for the client’s sales team.
A path to purchase study to explore the triggers, drivers, and barriers to a complex purchase process. One particular element that was incorporated was a measure of time in order to plot each trigger or decision event on a timeline. A cascading price exercise was also included in the study.
The result: senior management used the insights to fuel the planning process and results were socialized through the sales and marketing teams. New messaging and sales strategies were developed.