Is it always critical to find the decision maker? Aaron Ross seems to think you are better served obessessing over the decision making process. From the number of RFPs that come across my desk, I tend to agree with him.
Today, most of your B2B purchasing is done in collaboration with other departments. This is even more true in the web conferencing industry. Not only will a web conferencing service be used by several departments, it will also be used in different ways. Each department might be looking for a different piece of functionality and have a different of needs.
Here at ReadyTalk, our account executives seek to understand the process first. Take for example and RFP I did for a government agency last month. I discovered today that we won the contract. It had the least to do with the actual writing of the contract and the most to do with the account executives understanding of the process and who was involved.
In this case, the AE had already cultivated relationships with several key people involved in the decision process. Because of this, he got early warning of the RFP and we were able to easily meet the deadlines for submission. Seems pretty simple? It is if you understand the process. The AE could have just as easily received the RFP too late or not done his due diligence up front.
[tags] B2B, Aaron Ross, web conferencing [/tags]