Tech Buyer’s Point of View: Who Really Decides?
As the leader of N3’s global marketing, I seek input from my internal partners across functions to make technology buying decisions that work for our entire business.
Even when I’m the ultimate decision maker, my approach is collaborative to ensure the solution meets all business needs.
According to Gartner, most buying decisions come from a group of about six to 10 decision makers, who each have four to five pieces of critical information that determine which solution is the best fit.
When you’re selling technology solutions into an organization, here are three tips that will help you eliminate bottlenecks and blockers.
1. Ask the right questions about the problems that need to be solved by all functions within the company and understand how their use cases overlap, connect, and compete. For example, ask about KPIs inside every department. This gives you a complete picture as to how your product can accomplish overall business objectives, helping steer the conversation to close.
2. Pay careful attention to identify disconnects between functions like Marketing, Sales, and IT and help bridge the gaps. According to Salesforce, it’s imperative that Marketing’s content, campaigns, and messaging target not only the customer, but also sales. When sales teams’ talk track aligns with Marketing, it creates consistency in communications during the entire buyer journey resulting in a customer who is more likely to convert.
3. Align technical buyers with technical sellers before you finalize the sale. During presales, if you don’t ensure and demonstrate that your solution fits well within the organization’s existing tech stack, you have an unhappy customer and an unlikely renewal.
If you can demonstrate an understanding of how your collaborative buyers intersect with the larger organization, you make it infinitely easier for them to conclude that your offering makes the most sense. Ease is key here. As buying decisions have become less linear, and the volume of information about competing options has become unmanageable, buyers are hungry for right-sized, highly relevant facts that clear the path.
Once customers adopt your solution, it’s vital that you continue to support their needs beyond the sale. Implementing effective customer success strategies require laser-sharp visibility into areas of your organization including usage data, resourcing, fundamentals, and performance.
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