1. Your customer’s buying journey
Have you mapped your typical customer buying journey? Or is all of your activity and language focused on the sales cycle and your activities?
It’s important to know what your customer’s buying journey looks like and how different roles are involved at different stages with different levels of decision input. Draw up each stage, identifying the customer stage, the corresponding sales stage and the forecast stage. This will help to identify the key points for engaging and developing a C-level engagement.
Be clear on this so your sales team has a framework and a set of questions to explore this, preferably at an early stage. This will also help to encourage ‘gatekeepers’ - who often have the power to say no but not to say yes – to support you to reach a wider audience together. These guides focus on building a robust sales framework.