Buying Committee Map

The persona is one person. The deal is six. A startup that markets to the practice manager and never meets the COO finds out at the signature stage that the COO has questions, and a deal that was "closing this month" for three months is usually a map with one name on it.

This skill draws the map for a deal, or for the typical deal in a segment, and reads it the way a good sales manager would in a pipeline review: who have we not identified, who can we not reach, what does each person need to believe that we have no proof for, and who is against us with nobody working on it. The engine orders the next conversations and lists the assets to build; it does not score the deal.

When to use

In a deal review when a deal has stalled or is single-threaded. In segment marketing, to decide which assets each role needs before the first campaign. Before a sales-enablement build, to know which role each asset serves.