CREATE A STANDARDIZED FRAMEWORK FOR DECISION-MAKER MAPPING

In complex B2B sales, understanding the decision-making process is crucial. Without clarity on who holds influence and authority, deals can stall or fall apart. A standardized framework for decision-maker mapping ensures your team identifies and engages the right stakeholders at the right time.

1. Define Key Roes in the Buying Process

• Decision Maker: The person with the authority to approve the purchase.

• Champion: An internal advocate who pushes for your solution and provides valuable insights.

• Influencer: Someone who shapes the decision but may not have final authority.

• Gatekeeper: Controls access to decision-makers, often in procurement or administrative roles.

• User: The end user of your solution who can impact adoption and satisfaction.

Clearly define these roles and how they function within your ICP to create a repeatable framework.

2. Build a Decision-Maker Mapping Template

Core Questions to Answer

• Who is the ultimate decision-maker?
• Who influences their decision and what motivates them?
• What internal priorities are shaping the buying decision.

3. Train Reps to Gather and Use Stakeholder Insights

Ask the Right Questions: During discovery, reps should uncover who is involved in the buying decision, their roles, and their goals.

Example Questions:

• “Who will be impacted by this decision?”

• “What does success look like for your team?"

• Leverage Existing Contacts: Use LinkedIn, CRM data, and your champion’s insights to identify additional stakeholders.

• Map Relationships: Encourage reps to use tools like mind-mapping software to visualize relationships between stakeholders.

4. Incorporate Mapping into the Sales Process

• Early Stages: Build the map during discovery and update it as new stakeholders are identified.

• Mid-Stages: Focus on aligning with decision-makers and influencers. Use your champion to navigate objections or barriers.

5. Monitor and Optimize Stakeholder Engagement

• Evaluate Engagement: Track how often each stakeholder engages with your team, such as attending demos or responding to emails.

• Address Gaps: If key decision-makers aren’t engaged, coach reps to involve them directly.

• Use Data for Refinement: Analyze deal outcomes to identify patterns in stakeholder involvement and success rates.

6. Standardize Across Teams

• Shared Playbook: Create a playbook that outlines the roles, template, and best practices for decision-maker mapping.

• Regular Training: Run workshops to reinforce the framework and address challenges reps face in the field.

• Feedback Loop: Collect input from reps to refine the framework and templates over time.

A standardized framework for decision-maker mapping transforms stakeholder engagement from guesswork into strategy. By defining roles, training your team, and embedding the process into your sales stages, you’ll create alignment, accelerate deal velocity, and improve win rates.

References

1. Winning by Design: Decision Maker Engagement - Strategies for identifying and involving key stakeholders.

2. Linkedin: Advanced Social Selling Techniques - Tips for using LinkedIn to map decision-makers.

3. HubSpot: Sales Mapping Strategies - Insights on creating and implementing stakeholder maps.