Clients need to attend to All decision makers

How many opportunities in your world today are decided by a single decision-maker? I suggest that many are not. It also is highly likely that the sales process of your clients is running the same as they work to build a trusting relationship with multiple decision-makers or decision influencers. A recent study found that there are 6.8 people involved in the average B2B buying decision, yet a LinkedIn study reported that 78% of sales professional are connected to either only one person or not connected at all into accounts they’re trying to close. Are account managers communicating with the other 5+ people in the decision-making process? Are they helping all the people involved get the background information they need to help make an informed decision?

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The first step in managing an account is to know all the critical parties. Until all the individuals have been identified and their contact information in one place to share with your team and work, it will be difficulty to have a solid account management effort.   That one place is a CRM system. A place for sales and marketing to have vision into what the other is doing and a system that fosters alignment in their approaches.  ​