Identify and map key stakeholders in enterprise accounts.

About this Video

• Video Title: Identify and map key stakeholders in enterprise accounts.
• Channel: Gooru Content
• Speakers: Not specified in the transcript.
• Duration: 00:05:47

Introduction

This video explains how to identify and map key stakeholders in enterprise accounts to improve enterprise sales success. It moves beyond a single point of contact, focusing on understanding the complex web of relationships within an organization to achieve successful outcomes.

Key Takeaways

• Enterprise deals are about people: Success hinges on connecting with individuals, understanding their needs, and building relationships.
• Stakeholders have vested interests: Anyone who gains or loses from a deal's outcome is a stakeholder and impacts its progress.
• Decision-Making Unit (DMU): The DMU is a dynamic group spanning departments, levels, and locations within an organization, whose members have unique goals, concerns, and perspectives. Different individuals are involved at various sales stages.
• Key Stakeholder Roles: The video identifies several key stakeholder roles: users (those using the product daily), influencers (those whose opinions hold weight), champions (internal advocates), economic buyers (those with final purchasing authority), technical buyers (evaluating technical aspects), legal (reviewing contracts), and procurement (managing the purchasing process).
• Stakeholder Mapping Process: This involves identifying stakeholders (name, title, role), documenting their motivations and priorities, defining relationships, assessing influence (high, medium, low), and gauging their attitude (advocate, neutral, blocker).
• Strategies for Success: The video suggests several strategies including providing training on stakeholder mapping, conducting deal reviews, enforcing CRM usage, facilitating strategy sessions, and ensuring single-threaded ownership.