If your current lead generation program reaches only the decision maker, there's no consequence for them to ignore you.
Bottom line: Most of your prospects are not as concerned about your solution as they are with the relationships they have with their coworkers, superiors and subordinates.
The example below shows the sphere of influence for a CRM Software firm (InTouch client).
Leverage Credability
Sphere of influence, allows you to leverage the credibility of the contacts close to your decisionmaker, differentiate your organization and ultimately develop more leads.
Increase Lead Generation ROI
You must reach beyond the obvious players if you want to increase ROI. This takes creativity, planning and team work. Below, I've included some additional sphere of influence examples:
Internal Sphere
Other Executives
Team members
Subordinates
Other Departments
Other Divisions and Business units
External Sphere
Consultants
Analysts
Business Media
Other suppliers and partners
Industry norms
I think you get the idea...
Resources
I've included an article link by Mac McIntosh
Your sales and marketing database should be deep
Also, you could purchase the book "The Power to Get In" which is on my reading list.
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