Stakeholders represent all the individuals potentially involved in or influencing a B2B purchasing decision. This extends beyond core decision makers to recommenders, influencers, technical teams, end users, and initiative sponsors.

Identifying all possible stakeholders early allows customizing messaging and relationships for each audience. It also enables influence mapping to plot connections between players.

Securing broad internal consensus accelerates deal progress in complex sales. Savvy sales teams engage stakeholders horizontally across buyer organizations, not just upward through formal hierarchy. Adapting politically based on power relationships and cultural dynamics can make or break complex deals.

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