Executives are changing the way they make purchase decisions. Some are altering their evaluation criteria. Others are involving more people in the decision-making process. Some are changing their preferences for how they want to engage with your sales team. Decentralized decision-making is becoming centralized, and centralized decisions are now being made regionally. And on and on. Failure to exactly understand how executives are buying will prevent you from growing revenue.
- Buyer personas
- Buying process maps
- Buyer value chain analysis
- Critical success factors
With this stage complete, it is time for the final piece of the market research puzzle, Phase 4: Prospecting.