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Account Profiling Tool - Influence & Impact Analysis

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By completing this exercise you will develop the tools to visually analyse your stakeholder engagement: highlighting opportunities to influence your target contacts, leverage existing relationships, and take steps toward achieving your business objectives.

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Account Profiling Tool - Influence & Impact Analysis

  1. 1. THE EXPERT-TO-EXPERT SALES AND MARKETING PLATFORM ACCOUNT PROFILING EXERCISE
  2. 2. “Don’t count the people you reach, reach the people who count.” David Ogilvy
  3. 3. ©Applied Influence Group 2018 3 Influence & Impact Analysis A Model from AIG’s Influence Strategy Methodology Exercise: List the contacts you want to influence from an account that you are targeting. TARGET ACCOUNT: BUSINESS OBJECTIVE: TARGET CONTACTS: 1. 2. 3. 4. 5. 6. Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High Keep Informed & Satisfied Manage Closely Anticipate & Meet Needs Monitor ACCOUNT PROFILING TOOL
  4. 4. ©Applied Influence Group 2018 4 Exercise: List the contacts you want to influence from an account that you are targeting. TARGET ACCOUNT: e.g. Salesforce BUSINESS OBJECTIVE: Close enterprise deal this quarter (Q1 2018) TARGET CONTACTS: 1. Marc Benioff, CEO 2. Brett Colbert, Solutions CTO 3. Alex Dayon, Chief Strategy Officer 4. Ross Meyercord, CIO 5. Mark Hawkins, CFO 6. Maria Martinez, President ACCOUNT PROFILING TOOL Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High Keep Informed & Satisfied Manage Closely Anticipate & Meet Needs Monitor
  5. 5. ©Applied Influence Group 2018 5 Exercise: Place your target contacts into the quadrant relative to their Influence/Impact positioning. e.g. If you are selling a technology solution and you have a strong relationship with the CIO who you know has a high impact on the deal, he/she would go top right. Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High 𝟰 ACCOUNT PROFILING TOOL Contacts Relationships Sponsor/Main Contact Known Link Known Contact Strong Link Assessed/Unknown Assessed/Unknown Contact Link
  6. 6. ©Applied Influence Group 2018 6 Exercise: Place your target contacts into the quadrant relative to their Influence/Impact positioning. (Use the numbers correlating to your target contact). TARGET CONTACTS: 1. Marc Benioff, CEO 2. Brett Colbert, Solutions CTO 3. Alex Dayon, Chief Strategy Officer 4. Ross Meyercord, CIO 5. Mark Hawkins, CFO 6. Maria Martinez, President Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High 𝟰 𝟭 𝟮 𝟯 𝟱 𝟲 ACCOUNT PROFILING TOOL Contacts Relationships Sponsor/Main Contact Known Link Known Contact Strong Link Assessed/Unknown Assessed/Unknown Contact Link
  7. 7. ©Applied Influence Group 2018 7 Exercise: Map the links between your target contacts. (This will identify opportunities to influence target contacts and leverage existing relationships). TARGET CONTACTS: 1. Marc Benioff, CEO 2. Brett Colbert, Solutions CTO 3. Alex Dayon, Chief Strategy Officer 4. Ross Meyercord, CIO 5. Mark Hawkins, CFO 6. Maria Martinez, President Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High 𝟰 𝟭 𝟮 𝟯 𝟱 𝟲 ACCOUNT PROFILING TOOL Contacts Relationships Sponsor/Main Contact Known Link Known Contact Strong Link Assessed/Unknown Assessed/Unknown Contact Link
  8. 8. ©Applied Influence Group 2018 8 Exercise: Map the links between your target contacts. (This will identify opportunities to influence target contacts and leverage existing relationships). TARGET CONTACTS: 1. Marc Benioff, CEO 2. Brett Colbert, Solutions CTO 3. Alex Dayon, Chief Strategy Officer 4. Ross Meyercord, CIO 5. Mark Hawkins, CFO 6. Maria Martinez, President Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High 𝟰 𝟭 𝟮 𝟯 𝟱 𝟲 ACCOUNT PROFILING TOOL Contacts Relationships Sponsor/Main Contact Known Link Known Contact Strong Link Assessed/Unknown Assessed/Unknown Contact Link
  9. 9. ©Applied Influence Group 2018 9 Exercise: Track your progress overtime in line with your objective and redefine positioning/ contact links. TARGET CONTACTS: 1. Marc Benioff, CEO 2. Brett Colbert, Solutions CTO 3. Alex Dayon, Chief Strategy Officer 4. Ross Meyercord, CIO 5. Mark Hawkins, CFO 6. Maria Martinez, President Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High 𝟰 𝟭 𝟮 𝟯 𝟱 𝟲 𝟮 ACCOUNT PROFILING TOOL Contacts Relationships Sponsor/Main Contact Known Link Known Contact Strong Link Assessed/Unknown Assessed/Unknown Contact Link
  10. 10. ©Applied Influence Group 2018 10 Influence = your influence over the contact Impact = the contacts’ impact on achieving your business objective Low Low High High TARGET ACCOUNT: BUSINESS OBJECTIVE: TARGET CONTACTS: 1. 2. 3. 4. 5. 6. ACCOUNT PROFILING TOOL Influence & Impact Analysis - A Model from AIG’s Influence Strategy Methodology Contacts Relationships Sponsor/Main Contact Known Link Known Contact Strong Link Assessed/Unknown Assessed/Unknown Contact Link

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