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PH1 core capbility
YEARS EXPERIENCE
9 to 10 years
TYPICAL CLIENT
CMO, Chief Revenue Officer, VP Product Marketing, Head of Strategy
NECESSARY TIMELINE
2 to 3 months
Our POV
In most enterprise purchases the person who uses the product is not the person who approves it, and the two apply different criteria. Marketing that speaks only to the user never reaches the person holding the budget; marketing that speaks only to the budget holder never gets championed from inside.
Buyer research maps the whole decision unit — who is involved, what each role needs to believe, who can veto, and what evidence each one requires before they will sign.
What We Do
Map the decision unit. Every role that touches the purchase, including the ones that cannot approve it but can stop it.
Establish the criteria per role. What each one is evaluating, what they fear, and what evidence would satisfy them.
Find the approval path. What has to be documented, who has to be convinced first, and where purchases of this size typically stall.
What We'll Deliver
Decision unit map with roles, influence and veto points
Evaluation criteria by role, with the evidence each one needs
The objections that end deals and what answers them
Approval path and the stages where this purchase typically stalls
Messaging implications by role and by stage
Enablement material your sales team can use directly
When This is Essential
Deals stall late and nobody can say which role blocked them
Marketing generates interest that never converts to procurement
Entering a new segment with a different buying structure
Average deal size or cycle length is moving in the wrong direction
Before a product marketing or positioning reset
Combine With These Services
Win/Loss Analysis — test the map against deals that closed
Market & Audience Research — size the audience behind the buyers
Customer & User Interviews — hear from the users who have to champion it
Part of Competitive Intelligence and Customer Research.
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Submissions