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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. MAPPING DECISION-MAKER & EXECUTIVE ENGAGEMENT ACCOUNT PROFILING TOOL FOR YOUR CLIENTS & PROSPECTS
  2. 2. 2 “Don’t count the people you reach, reach the people who count.” DAVID OGILVY CBE - FOUNDER OF OGILVY & MATHER
  3. 3. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 3 Keep Informed & Satisfied Monitor Anticipate & Meet Needs Manage Closely 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
  4. 4. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 4 EXAM PLE Exercise: List the contacts you want to influence from an account that you are targeting. Target account Business objective Salesforce Target contacts 1 2 3 4 5 6 Marc Benioff, CEO Brett Colbert, Solutions CTO Alex Dayon, Chief Strategy Officer Ross Meyercord, CIO Mark Hawkins, CFO Maria Martinez, President Close enterprise deal this quarter (Q1 2018)
  5. 5. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 5 Exercise: Place your target contacts into the quad- rant 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. Contacts Sponsor/ Main Contact Known Contact Assessed/ Unknown Relationships Known Link Strong Link Assessed/ Unknown Link e.g. CIO Target contacts 1 2 3 4 5 6 Marc Benioff, CEO Brett Colbert, Solutions CTO Alex Dayon, Chief Strategy Officer Ross Meyercord, CIO Mark Hawkins, CFO Maria Martinez, President 4
  6. 6. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 6 Exercise: Place your target contacts into the quad- rant relative to their Influence/Impact positioning. (Use the numbers correlating to your target contact). Contacts Sponsor/ Main Contact Known Contact Assessed/ Unknown Relationships Known Link Strong Link Assessed/ Unknown Link Target contacts 1 2 3 4 5 6 Marc Benioff, CEO Brett Colbert, Solutions CTO Alex Dayon, Chief Strategy Officer Ross Meyercord, CIO Mark Hawkins, CFO Maria Martinez, President 6 3 15 2 4
  7. 7. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 7 Exercise: Map the links between your target contacts. (This will identify opportunities to influence target contacts and leverage existing relationships). Contacts Sponsor/ Main Contact Known Contact Assessed/ Unknown Relationships Known Link Strong Link Assessed/ Unknown Link Target contacts 1 2 3 4 5 6 Marc Benioff, CEO Brett Colbert, Solutions CTO Alex Dayon, Chief Strategy Officer Ross Meyercord, CIO Mark Hawkins, CFO Maria Martinez, President 6 3 15 2 4
  8. 8. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 8 Exercise: Map the links between your target con- tacts. (This will identify opportunities to influence target contacts and leverage existing relationships). 6 3 15 2 4 Contacts Sponsor/ Main Contact Known Contact Assessed/ Unknown Relationships Known Link Strong Link Assessed/ Unknown Link Target contacts 1 2 3 4 5 6 Marc Benioff, CEO Brett Colbert, Solutions CTO Alex Dayon, Chief Strategy Officer Ross Meyercord, CIO Mark Hawkins, CFO Maria Martinez, President
  9. 9. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 9 Exercise: Track your progress overtime in line with your objective and redefine positioning/contact links. 6 3 15 2 4 Contacts Sponsor/ Main Contact Known Contact Assessed/ Unknown Relationships Known Link Strong Link Assessed/ Unknown Link Target contacts 1 2 3 4 5 6 Marc Benioff, CEO Brett Colbert, Solutions CTO Alex Dayon, Chief Strategy Officer Ross Meyercord, CIO Mark Hawkins, CFO Maria Martinez, President 2
  10. 10. HighLow Low High Impact = the contact’s impact on achieving your business objective Influence =yourinfluenceoverthecontact A model from Passle’s partner Applied Influence Group’s influence methodology. © Applied Influence Group 2018. www.appliedinfluencegroup.co.uk ACCOUNT PROFILING TOOL - INFLUENCE & IMPACT ANALYSIS 10 Contacts Sponsor/ Main Contact Known Contact Assessed/ Unknown Relationships Known Link Strong Link Assessed/ Unknown Link Target account Business objective Target contacts 1 2 3 4 5 6
  11. 11. 11 www.passle.net PASSLE IS THE EXPERT-TO-EXPERT MARKETING PLATFORM Our platform makes it easy for your experts to create and share content with their key contacts. If you’d like to find out more about how Passle can play a part in your account-based marketing strategy, call us at +44 (0) 208 004 0119 or drop us a line at clientsuccess@passle.net. For more insights on expert-to-expert influencing go to blog.passle.net. Copyright Passle Limited. All Rights Reserved © 2018.

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