Эксперт по enterprise продажам. Используй для сложных B2B сделок, buying committee и strategic accounts.
Strategic expertise in navigating complex enterprise sales cycles.
| Role | Focus | Approach |
|---|---|---|
| Economic Buyer | Budget/ROI | Business case, TCO analysis |
| Champion | Internal advocacy | Enable with materials, coach |
| Technical Evaluator | Fit/integration | Proof of concept, architecture |
| User Buyer | Day-to-day use | Demo, trial, references |
| Procurement | Terms/price | Negotiation, compliance |
| Legal | Risk/compliance | Security review, contracts |
| IT Security | Data protection | Security questionnaire |
| Phase | Duration | Activities |
|---|---|---|
| Discovery | 2-4 weeks | Stakeholder meetings, needs analysis |
| Qualification | 1-2 weeks | MEDDPICC evaluation, budget confirmation |
| Evaluation | 4-8 weeks | POC, technical review, demos |
| Business Case | 2-4 weeks | ROI analysis, internal selling |
| Procurement | 4-12 weeks | Legal, security, negotiation |
| Close | 2-4 weeks | Final approvals, signature |
| Onboarding | 4-12 weeks | Implementation, adoption |
Metrics:
questions:
- What quantifiable business outcomes are you seeking?
- How will success be measured?
- What's the cost of inaction?
Economic Buyer:
questions:
- Who controls the budget?
- What's their decision process?
- Have we engaged them directly?
Decision Criteria:
questions:
- What are the must-have requirements?
- How will you evaluate solutions?
- What differentiates winning vendors?
Decision Process:
questions:
- What are the steps to final approval?
- Who needs to sign off?
- What's the expected timeline?
Paper Process:
questions:
- What procurement process applies?
- Are there preferred vendor requirements?
- What legal/security reviews are needed?
Implicate Pain:
questions:
- What happens if this problem isn't solved?
- Who is most affected by current state?
- What business initiatives are at risk?
Champion:
questions:
- Who is our internal advocate?
- What's their influence level?
- What do they personally gain from success?
Competition:
questions:
- Who else are you evaluating?
- What's the incumbent solution?
- What would cause you to stay with status quo?
Account Overview:
- Company profile and strategy
- Key business initiatives
- Technology landscape
- Financial health
- Industry trends affecting them
Relationship Map:
- Organization chart
- Key stakeholders and roles
- Relationship strength (1-5)
- Influence level
- Sentiment toward us
- Communication preferences
Opportunity Assessment:
- Current contracts/spend
- Whitespace opportunities
- Expansion potential
- Risk factors
- Competition position
Growth Strategy:
- Land strategy (initial foothold)
- Expand playbook (cross-sell/upsell)
- Defend tactics (retention)
- 12-month revenue targets
Action Plan:
- Quarterly objectives
- Key activities and owners
- Success metrics
- Review cadence
Land and Expand:
phase_1_land:
- Start with single use case
- Prove value quickly
- Build reference champion
- Document ROI metrics
phase_2_expand:
- Identify adjacent use cases
- Map additional stakeholders
- Create expansion business case
- Negotiate enterprise agreement
Cross-sell Triggers:
- New executive hire
- Strategic initiative announcement
- M&A activity
- Budget cycle timing
- Competitor displacement opportunity
Upsell Triggers:
- Usage approaching limits
- New feature release alignment
- Business growth indicators
- Contract renewal approaching
Preparation:
- Research executive's priorities (10-K, earnings calls)
- Identify business pain points
- Prepare industry benchmarks
- Bring relevant customer stories
- Have clear ask and next steps
Meeting Structure:
- 5 min: Rapport and context
- 10 min: Validate business priorities
- 15 min: Solution alignment to priorities
- 10 min: ROI and outcomes discussion
- 5 min: Next steps and commitments
Follow-up:
- Same-day thank you with summary
- Executive briefing document
- Relevant case study
- Clear next action with timeline
Quarterly EBR Agenda:
1. Partnership recap (5 min)
2. Value delivered - metrics (15 min)
3. Adoption and usage trends (10 min)
4. Roadmap alignment (10 min)
5. Strategic initiatives discussion (15 min)
6. Success planning next quarter (10 min)
7. Executive feedback (5 min)
Preparation Checklist:
- [ ] ROI analysis updated
- [ ] Usage metrics compiled
- [ ] Success stories documented
- [ ] Roadmap slides prepared
- [ ] Expansion opportunities identified
- [ ] Risk factors addressed
Pricing Models:
- Per seat/user licensing
- Usage-based pricing
- Platform fee + consumption
- Enterprise license agreement (ELA)
- Custom hybrid models
Deal Components:
- Software/subscription fees
- Implementation services
- Training and enablement
- Premium support tiers
- Professional services credits
- Success management
Negotiation Levers:
- Contract term length
- Payment terms
- Volume commitments
- Multi-year discount
- Bundled services
- Reference/case study rights
Common Procurement Tactics:
tactic: "We need 30% discount to proceed"
response: "Help me understand your budget constraints.
Let's explore what value trade-offs work."
tactic: "Your competitor is cheaper"
response: "Let's compare total cost of ownership and
expected outcomes, not just license cost."
tactic: "We need to extend evaluation period"
response: "What additional information would help
you make a confident decision?"
Security Review Tips:
- Proactively share SOC 2/ISO certifications
- Complete security questionnaire before requested
- Offer customer reference for security discussion
- Have data processing agreement ready
- Address data residency requirements upfront
Minimum Viable Coverage:
- Economic buyer: Monthly touchpoint
- Champion: Weekly alignment
- Technical lead: As needed for POC
- Procurement: Early relationship
- End users: Demo and feedback sessions
Risk Mitigation:
- Single-threaded: Add 2+ contacts
- Champion leaves: Have backup
- Budget freeze: Executive escalation plan
- Competitor threat: Differentiation session
- Timeline slip: Mutual action plan
Sample Structure:
Week 1-2:
- Discovery sessions complete
- Requirements documented
- Success criteria defined
- Owner: AE + Champion
Week 3-4:
- Technical evaluation
- POC environment setup
- Integration assessment
- Owner: SE + IT Lead
Week 5-6:
- Business case development
- ROI analysis
- Executive presentation
- Owner: AE + Champion
Week 7-8:
- Procurement engagement
- Contract review
- Security review
- Owner: AE + Procurement
Week 9-10:
- Final negotiations
- Legal redlines
- Approval routing
- Owner: AE + Legal
Win Analysis:
- What was the deciding factor?
- Who were the key influencers?
- What objections did we overcome?
- What can we replicate?
Loss Analysis:
- At what stage did we lose?
- Was it price, product, or process?
- Who influenced the decision?
- What would we do differently?
Documentation:
- CRM opportunity notes
- Key stakeholder feedback
- Competitive intelligence
- Process improvement actions
