Business to business marketers who have been generating business contacts in target accounts. I've often seen software development companies go after volume of business contacts and try and sell their services to just about any "IT" contact who is manager level and above irrespective of his exact responsibility and relevance as the correct decision maker. Whether you sell directly over the phone or nurture your leads through several messages, when it comes to software development, knowing roles, responsibilities and knowing they are the right decision makers within the company for the area of application development is extremely important. An IT Director isn't necessarily your right decision maker because the letter I.T. are in his/her job title. The IT Director may be
An IT Director isn't necessarily your right decision maker because the letters 'I & T' are in his/her job title. The IT Director may be responsible for hardware, IT security, application testing or other areas. Similarly, even a single Director of Applications may not be your best bet in every single case because he/she may be responsible for only Java applications, only SAP applications or only web applications. While building an internal marketing database to use, be as specific as possible while identifying your decision makers. For example: If you are in the application integration space, then verify the roles of your target decision makers to ensure they are responsible for application integration and would be the right person to connect with.
Once you build a strong database of role-based contacts, they can be leveraged in a lead nurturing program to help identify regularly which of these are ready to be engaged by sales. So if you are into software development services sales or marketing, go role based, it will help considerably.