Research leads to insight. And, key insight in the right hands can do wonders. Would that be any different when we’re talking about selling into enterprises? Certainly not! Let me explain.
Research is invaluable in enterprise sales scenarios where the buying process is complex involving many decision makers and as many decision influencers.
The complex nature of enterprise sales demands that you have all the right data and insight in order to succeed in such scenarios. Having the right data and insight means more effective targeting and messaging with your target enterprise account.
Enterprise Account Research is research conducted around the enterprise account that you are targeting and chasing after. It can be conducted by leveraging simple desk research as there is plethora of publicly available information about your target enterprise account through sources such as company website, press releases and annual reports.
Why should you do Enterprise Account Research?
Let’s say you are targeting Cisco, a multi-billion dollar multinational technology conglomerate.
Having the data and insight on Cisco such as Strategy & Strategic Plan Targets will better inform you about where the company is likely to be heading in the upcoming quarter or year. So you can align your services and solutions according to the strategic priorities of Cisco, which leads to more meaningful engagement at the account level.
Moreover, knowledge of the internal structure at Cisco through a detailed organizational chart means that you will be able to navigate around the complex organizational structures of Fortune 500 companies and target the right person at Cisco.
Finally, understanding of the Technology Landscape of Cisco is invaluable especially if you have a technology solution.
Conclusion
Selling to the enterprise is difficult, but if you have the right data and insight to support your engagement you will be successful in generating demand and attention towards your services. The key thing is selling the right product to the right person at the enterprise account which can be supported by a desk research team in place to gather internal and external intelligence that is actionable.