Looking to engage the C-Suite for your Consulting?
​
The quest often feels like hunting for a hidden treasure, but what if I told you the map is within your grasp?
​
And it isn't inbound marketing.
​
In a fascinating study conducted in 1995 by Kenan-Flagler Business School and IBM, they examined the involvement of high-ranked executives in the buying process. What they discovered might surprise you.
​
Executives are most involved at the beginning; when they're trying to grasp the reality of their business's and industry's challenges and establish both long and short-term business objectives and strategies.
​
They then take a step back during the exploration of options, setting supplier criteria, and examining alternatives. Typically where the now (largely) discredited inbound motion is being positioned.
​
Finally, they step back in during the planning of the implementation and evaluate the results.
​
Many organisations, especially those striving to set up an outbound system, struggle to reach these senior decision-makers.
​
This is typically because their approach aligns with the involvement of those lower down in the organisation.
​
To put it simply, they're targeting the explorers when they should be guiding the visionaries.

I have just uploaded a 7 minute video to Linkedin that looks at research from IBM and Target Market Inc on this concept...

​You can watch it here​

​

I'd love to hear your experience on this.

​