When you are selling into mid-sized and large organizations, most likely you have multiple business contacts within your target account who drive, influence and take decisions. Depending on the industry vertical as well as the way your target accounts are organized, it is possible to have varied business contacts who take part in the decision making process. For example, if you are selling a business contact at your target accounts who are expected to take part in the overall decision-making process.
It is also critical to understand how every industry vertical may be different before defining who are your target contacts in each of the verticals. We recommend that you identify these by the roles and responsibilities they hold so that you get the right set of contacts to start with. Missing the mark on this critical foundational piece can lead to failure of all subsequent sales & marketing campaigns. Focus on understanding your decision makers and define them well for every vertical. Then simply build out a list of such role-specific decision makers and influencers to create your core CRM database of business contacts who you care about the most.
Getting this right is crucial and it is important to use the right team internally or outsource list building to the right vendors who gets it. Fail on the core list and you will just see more failures in your sales & marketing campaigns. The list is at the heart of your sales machine, and its success or failure.