Executive engagement is powerful in unlocking budgets, accelerating opportunities, and co-creating new solutions. But, rather than letting it happen on an ad-hoc basis, it should be orchestrated within your overall engagement plan for the account.
The world is increasingly moving online and some would have us believe that the same is true when we’re buying for our businesses. But this is not the case for the largest services and solutions relied on by big business and the public sector. Such purchases often involve multi-year, multi-million contracts and take months of negotiation through a structured procurement process.
Senior executives making these decisions are incredibly busy. Sparking their interest means knowing what to say, when, and how to say it. Building their trust involves consistent and ongoing customer-centric engagement. Successful executive engagement strategies are likely to involve a combination of online and offline interactions that leverage marketing, sales, customer success or service, and your own executives.
Our recent research at Inflexion Group reveals that most companies have executive sponsors in place who are engaging with their top accounts on a regular basis, helping to create new value for their customers, their company, and society at large. If your executives aren’t already doing this, it’s time to start.