“We’ve made a leap forward in our ability to connect with C-level buyers. The Shirman Group convinced us to throw away our old sales and marketing handbook, and created a relationship-building one instead.”- Julie Lamphier, Global Executive Marketing, Cloud Infrastructure Leader
CXO Engagement Case Study
Despite a presence in the data center of just about every major corporation, this multi-billion dollar company was facing challenges engaging top decision-makers. We worked with their strategic audience marketing team to define how relationship-building with C-level executives differed from traditional marketing and sales practices.
The new approach centered on valuable interactions and use of communication formats , channels, and timing tailored to executives. A critical piece was consistency across touch points, including development of account manager skills to guide meaningful conversations with senior leaders.