Working with NDM’s & Looping in the DM

BEST PRACTICE FOR GETTING BUDGET APPROVED FOR A PILOT

When you are working with an NDM that does not have budget authority, we can take the deal as far as the PC. From there we need to talk about how pricing works in general and then tell them to first get our platform approved and set a follow up to speak after they speak with their boss. From there they go to work getting our platform approved and for a specific amount that we can work within.

NDM NON DECISION MAKER WITHOUT BUDGET AUTHORITY

With NDM non decision maker with budget, there are two things we need to find out. Number one is how do they build the business case to get the right people involved to then evaluate a new vendor and number two is when they do that, how do they evaluate the new vendor?

What do we have to do to build the business case to get the DMs to agree to evaluate us as a potential marketing vendor? (Step one is business case building through the NDM champion) - Use business case ‘Platform value’ slide deck with consumer intent to get to NVE process which is a high level overview

What is the new vendor evaluation process? (Step two is understanding that once the business case has been made, how they typically evaluate new vendors)

When it becomes clear that you are talking to someone that is not or is only a part of the decision-making process within an organization it becomes necessary to loop in the actual DM(s) into the conversation. In order to do this it is going to be important to have the POC agree to make the introduction to the party over email so that you can then introduce yourself and coordinate the logistics of getting a meeting with all parties.

NDM MEETINGS & LOOPING IN THE DM:

DC1: User intent champion & surface the objection

DC2: Dealing with the objection DC3: Regular DC with looped in DM

QUASI LOCAL NDM VS. TRADITIONAL MM NDM Just a conversation to build a champion (pre-DC) and surface & deal with core objection that would prevent them from looping in DM. After dealing with core objection in DC2 you can ask, "who typically evaluates new marketing partnerships within the organization?" And "how do they typically evaluate the partnerships?" (Conceptual vs quantitative) Traditional MM can work a full process but still need to consumer intent & core objection surface them.

LOOPING IN THE DM BEST PRACTICE:

Building a champion and see where the NDM actually stands on whether this is a fit for them

Surface any objections with the NDM and handling those before proceeding to anything else

Getting DM process for past campaigns

Anyone else we need to loop in on the next call and then put them on the calendar invite

- “Sounds great, can we loop in _____?”

- “Sounds like it makes sense to get ____ on the call”

When owner does join, bring it back to DC