Using Org Charts for Multi-stakeholder Account Penetration
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The document outlines the advantages of using DiscoverOrg's verified org charts to enhance multi-stakeholder account penetration in sales. It stresses the importance of engaging multiple decision-makers to improve meeting quality, conversion rates, and reduce reliance on single contacts. DiscoverOrg offers accurate data tools that help navigate complex sales processes by keeping decision-makers involved from the start.
Using Org Charts for Multi-stakeholder Account Penetration
- 1. Using Org Charts for Multi-Stakeholder Account Penetration Ian Seniff Senior Account Manager DDiissccoovveerrOOrrgg
- 2. DiscoverOrg at a Glance
- 3. The DiscoverOrg Difference Every DiscoverOrg profile is personally verified every 90 days providing accurate: Decision maker org charts Direct dial phone numbers Verified email addresses Technology backgrounds Relevant personnel moves IT Projects and initiatives Revenue and IT Budget intelligence LinkedIn and CRM Integration Physical and HQ address locations SLA Guaranteed Accuracy Our data is guaranteed 95% accurate and is backed by our Quality Assurance team with a 24 hour turn-around time for any data verification requests.
- 4. Why Change Your Tactics Increase # of new meetings Increase quality of meetings Improve conversion rate Tighten sales cycle Reduce reliance on a single contact who may go dark on you Increase account penetration Improve communication and health of relationships in accounts
- 5. Take a Lesson from Your Kids It’s more effective to ask more than one person. It usually leads to a better outcome.
- 6. Don’t be a Robo-dialer Calling the wrong person 10x isn’t what we’re suggesting. Don’t be me
- 7. No Single Point of Failure Throughout every step of the lead generation and sales process – too many teams are relying on a single point of contact Single contact = Single point of failure PS. People Switch Jobs
- 8. Why do we sell like this? Sticking too long with the original inquiry Comfort zone with lower level “interested” person Afraid to rock the boat Demo junkies / demo jockeys Do your reps are have the same meeting 20 times without progressing the opportunity forward? Don’t be all show, no go!
- 9. Working the Multi-stakeholder Account 1. Finance Lead for payroll/accounting software – Backtrack into IT to finalize selling cycle. IT will be the ones who implement the tool and will have a completely different perspective of the situation. If they balk on it, game over. Looping them in earlier will ensure these hurdles are lowered. 2. IT Lead for an information security solution – Procurement difficulities make you start the process over. Loop in Finance earlier to shorten the sales cycle. – Do you struggle to close your big account last month because the CFO got involved in the 12th hour? Our Finance Dataset which profiles the CFO’s department. Keep all of the decision makers looped in from day one.
- 10. Working the Multi-stakeholder Account 3. Selling to the CIO and they need approval from CFO – DiscoverOrg’s finance dataset profiles the CFO’s department providing comprehensive org charts of direct reports, allowing you to keep all the decision makers looped in. 4. Marketing lead for an ECM/BPM/CEM solution. – IT will be handling the implementation of the tool. At this point the user will need to have an IT org chart to navigate one of the most complex departments at a company. – Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, Gartner recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.
- 11. Let’s Leverage the Data
Editor's Notes
- #3: A quick overview for those unfamiliar with DiscoverOrg or our growth and advancements - marketing, finance, Europe datasets in the last year - Marketo, Eloqua and SF.com integrations; free Google Chrome extension - over 18,000 companies and 400,000 decision makers profiled now - all still updated within the past 90 days or less - celebrated by users for outstanding customer satisfaction on G2 Crowd
- #4: Here is how we stay tops in the hearts of users
- #10: Client starts in finance – nurtures and generates leads for payroll/accounting software. Backtracks into IT to finalize selling cycle. IT will be the ones who implement the tool and will have a completely different perspective of the situation. If they balk on it, game over. Looping them in earlier will ensure these hurdles are lowered. The reverse – starting in IT selling an Information Security solution, hitting a brick wall with procurement and starting the process over. Loop in Finance earlier to shorten the sales cycle. Again, Did you struggle to close your big account last month because the CFO got involved in the 12th hour? Our Finance Dataset which profiles the CFO’s department. Keep all of the decision makers looped in from day one. Similar situation, you make your way to the CIO and they say they will need to get approval from CFO as often the CIO will report directly to the CFO. DiscoverOrg’s finance dataset profiles the CFO’s department at your target accounts and provides comprehensive org charts of all of his direct reports, allowing you to keep all the decision makers looped in. This Week’s Top Finance Moves Research shows that the first seller in the door wins the business over 60% of the time. In some cases, more CIOs are reporting to CFOs. According to the 2012 Gartner Executive Programs CIO Agenda survey, in fact, more than 20% of respondents worldwide said that they report to the CFO and a full 45% of large-company North American CFOs in say that IT is a direct report. Another example: Targeting Marketing as they will be the user of a an ECM/BPM/CEM solution. While Marketing may be the users of the tool, IT will be handling the implementation of the tool. At this point the user will need to have an IT org chart to navigate one of the most complex departments at a company. Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs. it’s no longer marketing that drives business growth – it’s digital marketing that drives business growth. CMOs and CIOs are now inextricably tied, and that future success depends on the creation of a totally new kind of cross-functional organization. This is true in areas such as Integration, Risk management, compliance and customer experience. With our org charts for both branches of the company, you can now cater to this concept. Only selling to IT? While a solution will be primarily used by a certain group, IT is too complex to only use that one group. What affects the Networking team, affects the Enterprise Architects, affects the Infrastructure team, which effect the Information Security team.
- #11: Client starts in finance – nurtures and generates leads for payroll/accounting software. Backtracks into IT to finalize selling cycle. IT will be the ones who implement the tool and will have a completely different perspective of the situation. If they balk on it, game over. Looping them in earlier will ensure these hurdles are lowered. The reverse – starting in IT selling an Information Security solution, hitting a brick wall with procurement and starting the process over. Loop in Finance earlier to shorten the sales cycle. Again, Did you struggle to close your big account last month because the CFO got involved in the 12th hour? Our Finance Dataset which profiles the CFO’s department. Keep all of the decision makers looped in from day one. Similar situation, you make your way to the CIO and they say they will need to get approval from CFO as often the CIO will report directly to the CFO. DiscoverOrg’s finance dataset profiles the CFO’s department at your target accounts and provides comprehensive org charts of all of his direct reports, allowing you to keep all the decision makers looped in. This Week’s Top Finance Moves Research shows that the first seller in the door wins the business over 60% of the time. In some cases, more CIOs are reporting to CFOs. According to the 2012 Gartner Executive Programs CIO Agenda survey, in fact, more than 20% of respondents worldwide said that they report to the CFO and a full 45% of large-company North American CFOs in say that IT is a direct report. Another example: Targeting Marketing as they will be the user of a an ECM/BPM/CEM solution. While Marketing may be the users of the tool, IT will be handling the implementation of the tool. At this point the user will need to have an IT org chart to navigate one of the most complex departments at a company. Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs. it’s no longer marketing that drives business growth – it’s digital marketing that drives business growth. CMOs and CIOs are now inextricably tied, and that future success depends on the creation of a totally new kind of cross-functional organization. This is true in areas such as Integration, Risk management, compliance and customer experience. With our org charts for both branches of the company, you can now cater to this concept. Only selling to IT? While a solution will be primarily used by a certain group, IT is too complex to only use that one group. What affects the Networking team, affects the Enterprise Architects, affects the Infrastructure team, which effect the Information Security team.