This document maps the organizational and political structures of a company called Bank Danamon and its subsidiaries. It identifies the formal roles and buying orientations of various individuals in the decision making process. Key individuals like the presidents and directors of the subsidiaries have influence over technology purchases. The political structure shows relationships and influences between the different parts of the organization that are important to understand for a technology vendor seeking to make a sale.

2. Politics In Corporate Account
by
Julian Hutabarat
Commercial IT
BASIC ACCOUNT MANAGEMENT

3. A Commonsense Framework for
Managing the Client Relationship

4. Objectives
Contrast the formal and informal organization
Identify the buying roles, orientation, and status of
the people who affect or are effected by this decision
Map the Political Structure and Inner Circle for the
current decision

5. Introduction
Organizational
Structure
Political
Structure
 FORMAL
 DE JURE / EX OFFICIO
(LEGAL DISTRIBUTION OF AUTHORITY)
 APPARENT
 NECESSARY
 INFORMAL
 DE FACTO
 SUBTLE
 REALITY

6. Mapping the Organization
Senior VP
Director of
Sales and
Marketing
Director of
Sales and
Marketing
Director of
Engineering
Director of
Information
Services
Sales
Manager
Product
Marketing
Manager
R&D
Manager
Mfg.
Manager
Systems
Manager
Operations
Manager

7. Formal Roles in the Buying Process
Evaluators are responsible for analyzing your product, service or
proposal, comparing it to pre-defined criteria, and making a
recommendation to management. Often management will form a
committee to conduct the evaluation. There can be product, purchasing,
and legal evaluators.
After analyzing the evaluation results and listening to recommendations,
the Decision-Maker will make the commitment. Typically, the Decision-
Maker has been officially chartered with responsibility and accountability
for accomplishing a specific set of objectives.
a high-ranking person who retains the right to review, approve or veto to
lower-level decisions. Decisions by sub-ordinates with credibility or a
proven track record are routinely approved. Less experienced or
unproven Decision-Makers often have to run a more difficult course of
formal and informal approvals. Often, dollar thresholds are sent to
delineate this approval process.
Someone who will directly use your product or service.
Users will often play other roles in the buying process
Evaluator
E
D
A
U
Decision-Maker
Approver
User

8. Formal Roles in the Buying Process
Senior VP
A
Director of
Engineering
D
Director of
Information
Services
Operations
Manager
Systems
Manager
E
Sales
Manager
Product
Marketing
Manager
E
Manufacturing
Manager
E/U
R&D
Manager
E/U
Director of
Sales & Marketing

9. Buying Orientation
Technical
T
Financial
$
Relationship
R
Business
B
This person's primary focus is product functionality and technical
capability. They are often analytical and detail oriented. Product
demonstrations, benchmarks, and careful deliberation will be key
This person's primary focus is price, cost, and economics.
While your product must be viable, numbers and negotiations will be key.
This person believes they are forming a business partner- ship and their
focus is the people and company that will be serving their organization.
While your product must be viable, support, trust, effort, and
responsiveness will be key
This person sees the big picture and overall impact your product or
proposal will have on their company's present and future. This person can
properly balance the technical, financial, and relationship issues. Their
vision often extends beyond their company to include their customers,
their competition, and their community. Industry know-ledge and
articulating business vs. product value will be key

10. Buying Orientation
Director of
Engineering
Operations
Manager
Senior VP
A B
Director of
Sales and
Marketing
B D T
Director of
Information
Services
Sales
Manager
Product
Marketing
Manager
E R
R&D
Manager
BE
U
Mfg.
Manager
TE
U
Systems
Manager
RE
Time Spent
Contact Meeting In-Depth

11. Status
A person who believes that your success is critical to their company or to
them personally. A mentor will work to help you win by giving feedback,
guidance, political, insight, or competitive information. A mentor takes a
personal interest in your success and will sell in your absence
Coach
*
A person who prefers your solution and thinks that you should win. A
supporter will typically provide you information or assistance, if you request.
However, they may not be vocal in their support.
Supporter
+
A person who shows no preference. They could be ambiv - anent, or they
may have chosen not to display their true feelings. They may not have
decided, or you may not have demonstrated sufficient value to gain their
support.
Neutral
=
A person who believes you shouldn't win and/or prefers an alternative to
your solution : your competitor, an internal solution, or nothing at all.
Non-Supporter
-
A person who believes that your success will hurt their company or them
personally. An enemy will make a special effort to cause you to lose. They
may be a mentor or supporter your competition.
Enemy
x

12. Your Status in the Sales Campaign
Sales
Manager
Product
Marketing
Manager
E R +
R&D
Manager
E/U
B =
Mfg.
Manager
E/U
T X
Systems
Manager
E R =
Operations
Manager
Director of
Sales and
Marketing
B =
Director of
Information
Services
Senior
VP
B =A
Director of
Engineering
TD

13. Rank vs. Influence - Example
RR
Control
what
happens
Ronald Reagan BC Bill Clinton
ON Oliver North
NR Nancy
Reagen
Political
Structure
Inner Circle
MAKE THINGS
HAPPENS
WATCH WHAT
HAPPENS
4
2
5
3
1
1 2 3 4 5
Rank
influence
WONDER WHAT
HAPPENED
BC
.
.ON
.NR
Formal
informal

14. Mapping The Organization
Apparent AuthorityActual Influence
Pres
VP VPVPVP
Pres
VP VP VP

15. Political Structure
Political
Inner
Circle
Structure

16. Principles
In every company there is an organizational structure and a
political structure
You can deny the legitimacy of politics, but you cannot deny its
existence.
No one is saying that you have to play the game, but recognize
that a game is being played whether you like it or not.
In every complex buying process, there are multiple buying roles,
formal and informal.
A person's buying information is more a function of style than of
formal responsibility.

17. Sample

18. PT Danamon Usaha Lestari - BOD
Bank Danamon Group of Companies
DanamonBank, Danamon Insurance, Danamon Finance, Danamon
Securities E N D U S E R S
Zeng De Jesus Frans Moeliono
TECHNICAL
Hardware testing, benchmarking
& assembly
Muchamad Munir
Technical Manager
Hengky Hermansyah
Engineer
Henrico
Engineer
LOGISTIC
Shipment to non Jakarta
branches
VENDOR RELATIONS
Specification and quotation
request. PO Administration
Yap Siauw Ling
Person In Charge
E EVALUATOR
D DECISION
A APPROVER
U USER
$ FINANCIAL
T TECHNICALMAKER
R RELATIONSHIP
B BUSINESS
* MENTOR
+ SUPPORTER
= NEUTRAL
CONTRACT
MEETING
IN-DEPTH
-
ENEMYx
NON-SUPPORTER
ROLES IN THE BUYING PROCESS DECISION ORIENTATION Y O U R S T A T U S TIME SPENT
E T
E T -
=
TE
JATIS IE ASABA
Supplier Supplier Supplier
A B = D T
D $
President Director Director
Supplier

19. CONTRACT
Bank Danamon Board of Commissioners
Bank Danamon Group of Companies
DanamonBank, Danamon Insurance, Danamon Finance, Danamon
Securities E N D U S E R S
Ms.Augustina Admadjaja & Mr. Okkie Sugiri
PT. DANAMON USAHA LESTARI
[DUL] x 35
H/W,S/W Renting & Purchasing
EU Call Centre, Payroll
DM. De Jesus
(Zeng)PRESIDENT
DIRECTOR
Frans Moeliono
DIRECTOR
George
GandasubrataDIRECTOR
PT. DANAMON EDS
Tech.Services[DETS] x 500
Main Banking Applications,
Data Centre & Credit Card
Operation
George Pawlysin
PRESIDENT
DIRECTOR
Hadiyanto Budisetyo
DIRECTOR
Yunita Setiarini
(Nina)
Secretary
PT. DANAMON SANATEL
x 10
Network Integrator
VSAT, Transponder Mgmt
Frans Moeliono
PRESIDENT
DIRECTOR
Marcell Setiawan
DIRECTOR
T
E EVALUATOR
D DECISION
A APPROVER
U USER
$ FINANCIAL
T TECHNICAL
MAKER
R RELATIONSHIP
B BUSINESS
* MENTOR
+ SUPPORTER
= NEUTRAL
MEETING
IN-DEPTH
-
ENEMY
x
NON-SUPPORTER
ROLES IN THE BUYING PROCESS DECISION ORIENTATION Y O U R S T A T U S TIME SPENT

20. Bank Danamon Board of Commissioners
Bank Danamon Group of Companies
DanamonBank, Danamon Insurance, Danamon Finance, Danamon Securities
E N D U S E R S
Ms.Augustina Admadjaja & Mr. Okkie Sugiri
PT. DANAMON USAHA LESTARI
[DUL] x 35
H/W,S/W Renting & Purchasing
EU Call Centre, Payroll
George Gandasubrata
DIRECTOR
PT. DANAMON EDS Tech.Services
[DETS] x 500
Main Banking Applications,
Data Centre & Credit Card Operation
George Pawlysin
PRESIDENT DIRECTOR
Hadiyanto Budisetyo
DIRECTOR
Yunita Setiarini
(Nina)
Secretary
PT. DANAMON SANATEL
x 10
Network Integrator
VSAT, Transponder Mgmt
Frans Moeliono
PRESIDENT DIRECTOR
Marcell Setiawan
DIRECTOR
T
Frans Moeliono
DIRECTOR
DM. De Jesus (Zeng)
PRESIDENT DIRECTOR