video1.0<iframe src="https://www.loom.com/embed/556cbe3a7f224138b2cdcded56f174cd" frameborder="0" width="1920" height="1440" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>14401920Loomhttps://www.loom.com14401920https://cdn.loom.com/sessions/thumbnails/556cbe3a7f224138b2cdcded56f174cd-ad5a7f8448615039.gif391.3219In this video, I emphasize the importance of identifying purchase decision-making influencers within the organizations we sell to, particularly in the context of clinical research services. I recommend starting by uploading a relevant page to gather insights and creating hypotheses about the stakeholders involved in the decision-making process. We need to pinpoint who the champion for getting the project done is, as well as understand their concerns and what keeps them up at night. I encourage you to validate these hypotheses by consulting with internal teams and gathering real-life data. Ultimately, our goal is to address potential frictions and craft content or tools that resonate with decision-makers, particularly focusing on their perspectives.