Looking to engage the C-Suite for your Consulting?

Are you looking to engage the C-Suite for your Consulting?

[NOTE: 15TH NOVEMBER 2022 - This article is undergoing a major rebuild from the ground up]
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The quest often feels like hunting for an elusive hidden treasure, but what if I told you the map is within your grasp?

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In a fascinating study conducted in 1995 by Kenan-Flagler Business School and IBM, they examined the involvement of high-ranked executives in the corporate buying process.

What they discovered might surprise you.
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Executives are most involved at the beginning; when they're trying to grasp the reality of their business's and industry's challenges and establish both long and short-term business objectives and strategies.
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They then take a step back during the exploration of options, setting supplier criteria, and examining alternatives. Typically where the now (largely) discredited inbound motion is being positioned.
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Finally, they step back in during the planning of the implementation and evaluate the results.
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Many organisations, especially those striving to set up an outbound system, struggle to reach these senior decision-makers.
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This is typically because their approach aligns with the involvement of those lower down in the organisation.
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To put it simply, they're targeting the explorers when they should be guiding the visionaries.

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