Try this exercise at work. Find five people in different parts of your company, and ask them a simple question. Who do we sell to? What happens next ought to be illuminating: They will each answer differently!
In the "do more with less" economy, your business aspires to engage executives and become a "trusted advisor." But is this the buyer that your salespeople, marketers, and trainers think of and prefer to engage with today as your client?
Through conversations and surveys of business and IT executives, Forrester has developed buyer archetypes that reflect their reality in our changed economy. In this webinar, we explore these questions to help you map your strategy to the buyers you aspire to reach.
- How has the changed economy affected my buyers?
- What patterns can I use to understand and classify different kinds of buyers?
- What are the implications of matching my selling system to those buyers?