We’ve always been taught to “call high.” We are supposed to reach “The Decision-maker,” perhaps leveraging our influencers.
But complex B2B buying has changed profoundly, “The Decision-maker” has become a buying/decision-making group. The number of people, directly and indirectly, involved in the buying process has grown. Often, corralling them, and helping them navigate their buying process makes herding cats seem trivial.
But we still have some mistaken notions about “calling high.” Here are some thoughts: