Best Practice Report

Designing A Successful Executive Sponsorship Program

January 1st, 2018
With contributor:
Karen Traikovich


Often, sales and marketing teams hoping to engage prospects and customers at the executive level must take an indirect route, patiently working lower-level contacts in hopes of eventually accessing the executives who can close a deal. To reach these decision-makers sooner, executive sponsorship initiatives assign key seller executives to cultivate relationships with their peers at selected target accounts. In this report, we demonstrate four sets of best practices for creating an executive sponsorship program that will accelerate the sales pipeline and help retain existing customers.

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