Gaining Executive-Level Access

As technology industry vendors pursue go-to-market strategies intended for more executive-level ears, helping sales forces gain higher levels of access inside targeted accounts is becoming increasingly important. This task isn't as simple as replacing a list with a different one and running the same programs. The higher the level of the executive, the more customized the message needs to be to resonate, taxing traditional create-once-publish-many-times marketing techniques. Worse, the objectives of that elevated access are often unclear — placing the whole program at risk. To succeed, technology product management and marketing professionals must work collaboratively with the sales leaders to uncover the formula for success.