This is the final podcast in a four part series where we look at common account-based marketing (ABM) myths. In this episode of the podcast, we look at how to sell procurement on your solution.
Seleste talks to Catherine Kelly, a career procurement GM from Royal Dutch Shell, to understand how procurement leaders are earning more strategic say in organizations – and what that means for marketers and sellers. Learn when to engage procurement, how to avoid deal stalls and why procurement can be an advocate, not just a barrier. (And yes. We dig into whether procurement really does just want to beat vendors up about pricing.)
Featuring Seleste Lunsford, Chief Research & Strategy Officer at Emissary and Emissary Advisor Catherine Kelly, former GM, Operational & Commercial Excellence, Contracting & Procurement, Royal Dutch Shell.
ABM Myth #4: Avoid procurement at all costs. How To Sell to Procurement as Part of Your ABM Strategy
According to Emissary’s recent tech buyer research, procurement will be involved in a major purchase ($250k or greater) 77% of the time. Not so surprising. What raises eyebrows is that in 19% of cases, procurement is empowered to veto a buying group decision. These days formal buying and powerful procurement isn’t just for big companies or high value deals. And it isn’t just about auctions and RFPs.
Keep Learning More about the B2B Tech Buyers Perspective:
Key insights on how to sell to B2B tech buyers and how to leverage the information technology budgeting process to better inform your account planning process:
- ABM Myth #1: Lean on Product Messages in Your ABM Messaging
- ABM Myth #2: ABM Email Prospecting is Dead
- ABM Myth #3: If Your Solution Isn’t Included in the Information Technology Budgeting Process, It Isn’t Happening
- Selling Tech is Hard. Buying Tech Is Even Harder
- Buyer Transparency in B2B Tech Sales
Emissary regularly hosts The Buyer’s Seat. All podcasts are available on-demand.