"What we have is good enough" is the reason companies don't buy. Business cases, evaluation checklists and implementation plans help mobilize consensus among internal stakeholders and helps salespeople guide decision-making towards action

1. towards internal consensus
Mobilizing Insight

2. Cisco: Benefit: Device Connectivity; Insight: Data volume
CMO's view: product dev't, analytic competence, data volume
CIO's view: system upgrades, network architecture, data volume
consensus can be built on shared view
often not expressed
pre-empt objections likely to be raised by stakeholders
equip mobilizers + anticipate obstacles
Shared view of challenge = Insight

3. marketing automation perceptions misaligned & misinformed
CIO's view: already have CRM
Sales chief: augment CRM installation
CFO: no return on CRM investment
Marketo's materials equip mobilizers for internal conversations
Provide: stakeholders' perceived alternatives to marketing automation
Who the other stakeholders likely to be, their metrics
Shared view of challenge = insight
Marketo : Benefit: Marketing Automation; Insight: Sales Enablement

4. Corporate-wide customer experience improvement mandate
Experiential learning platform insight: "don't practice on customers"
Learning & development approved supplier based on shared metrics
During proposal review, unanticipated stakeholders emerged
Quality improvement (six sigma, mobile transactions, branch operations)
KPI's (wallet share, # products, portfolio size) varied across product groups
Systems & controls weighted metrics differently (compliance, info systems)
Insight is not enough: anatomy of a deal

5. 1. Assess & convey points of disconnection throughout process of sale
1. Create urgency to resolve disconnects: Pain of same larger than pain of
change
Outcome: Secure "long-tail", high-value sale
implementation/change management challenges are solved by stakeholders
BEFORE your solution rolls out
Stakeholder consensus-building