“Understand the buying process, then map it to the org chart.”

The B2B buying process follows a predictable pattern: Research, Compare, Approve, Purchase.

Depending on your buyer, this process can take a relatively straight path to a single decision maker or two, or bounce around your target account’s org chart like a pinball.

Complexity of the buying process depends on a variety of factors. For example, number of employees, cost of product, security concerns, supply chain requirements, technical considerations, legacy technologies — all these just to name a few.

Knowing the organizational structure of your target accounts is a primary component to any account based strategy. Charting the buying process as it moves through your target accounts is the key effective communication.

In this whiteboard video, J. Ryan Williams, VP of Sales at LeadGenius, demonstrates how to map your buying process to the org chart of your target accounts.


Executing an effective account based strategy means not only understanding what you want to say, but when to deliver it, also who exactly to deliver it to.

As tempting as it is, it’s not only CEOs and VPs you should be talking to. Accurate mapping will make sure you’re talking to decision-makers and influencers at every step in the buiying process.

It sounds simple — and it is — but it requires good data.

LeadGenius enables marketing and sales teams identify accurate contact information for multiple decision makers at key accounts. Request A LeadGenius Demo Today.