Step 5: Build Your Support Base Map

Again, the engine to penetrating a competitively held account is creating demand, which can be summarized as the process of moving up the Sales Value Chain in order to provide the customer with Unexpected Value. Later in this chapter, we discuss how to leverage that value from an account penetration point of view. But for now, let’s look at the critical mass of support within the customer organization required to create demand. Specifically, what support is required and by whom?

There is no absolute rule here, as individuals may perform multiple functions; however, there are several maxims that we have learned from extensive deal reviews. In particular, you want to look for the following:

• An Executive Sponsor: This may be a Fox or Emerging Fox within a business unit, division, or department. As we mentioned earlier in the book, Fox involvement in creating demand is a must, because the effort will not get off the ground without the ability to see the potential to create value and the internal power to push the idea into a proof of concept phase. As such, the Fox provides both insight and influence.
• A Financial Supporter: This individual is often a part of the finance group within the business unit or at corporate. This person is necessary because in the absence of funding, you will need him or her to perform some financial reprioritizing and sourcing to fund the unexpected solution.
• An Operational Sponsor: This person will shepherd the proof of concept exercise and oversee and manage the new solution’s implementation. Why is this significant? Because it is human nature for some people to oppose new and innovative thinking. When opposition takes place at the operations level, constant oversight is necessary to keep the project on track.
• End User Supporters: These are people who will use the new solution on a day-to-day basis. The “why” for these folks is straightforward. They are another source of insight that may guide you in developing the solution and can be helpful in supporting a proof of concept exercise. As a group, they can become a significant source of support or resistance. Although often overlooked, they are key players.

Sponsors can be thought of as active drivers of a new initiative, while supporters enable a new initiative. Both are important.