Excerpt from my upcoming book at amazon.com - "Sellers from Mars and Buyers from Venus - Elements of Nature Meet B2B Sales"
How a Marketing Manager will engage with others
B2B Sales Stakeholders and Their Activities
The sales team or a sales representative, engages various internal and external stakeholders, with the intent of growing the business underpinned by positioning a compelling product or a service. The following list gives a good view of various stakeholders engaged by the sales team or a representative.
● the internal marketing and corporate strategy team for research, positioning, and pricing
● internal product engineering or service design team
● internal legal service team for defining contractual agreements, terms, and conditions
● procurement at the buyer’s end
● sponsoring C-level executives like CEO, CFO, CIO, CDO and their team members at buyer’s end
● internal HR, legal, quality, security and sales team
● and others like a third-party product or service partner
These stakeholders will vary with vertical, geography, type and size of a prospective buyer like SME or a global player. This is not an exhaustive list but highlights the magnitude of complexity and multiplicity involved in executing sales and business development activity.
With the intent of supporting a sales team or a representative, different activities at each stage of the value chain are executed by various stakeholders, some in parallel and some in sequence.
Let’s explore how a Marketing Manager will engage in various activities with its stakeholders at the sellers or buyers end by applying the lens of five elemental attributes.
Next: Coming up
- Cheat Sheet for Sales Planning and Execution using Five Elements
- How a Procurement Executive will Engage
- How B2B Sales are different in Service vs Product
Previous articles can be read here