In the organization to organization selling situation, buying occurs when an orchestrated seller team is in a synchronized process with the buyer team. Knowing the buyer’s organization culture will help you identify the working style of the buyer team you have to work with.
The company, the job, the person : making sense of identity
Three key elements
Any CRM worth its salt will let you stock and consult three key pieces of information : your contact’s name, the job title he/she holds and which company he/she currently works for. Having access to these three sets of information help you target, shape your strategy and tailor messages.
While the terms B2C and B2B are familiar to you, you might wonder what i2i and o2o stand for.
These terms add an interesting twist to the concept of B2B selling. The first term, i2i picks up on the fact that in a B2B environment people buy from people and not from organizations. The term i2i (individual to individual) expresses just this. An individual at the customer organization buys from an individual of the seller’s organization. This situation actually implies a relatively simple deal structure.
When you ask Key Account Managers (KAMs) to show you the relationships they established in their account, they will most likely show you some form of organization chart. Sophisticated KAMs have annotated those graphs with additional information about the people involved. Usually, this information is accompanied with the remark: “It is a bit out of date, but I just did not have the time to update it yet. Things are changing so fast in this organization”. A sustainable up-to-date view of your relations in a complex account starts with having a more granular view of the data elements you need to describe your relations allowing for more flexible faster updates.