Published: 08 May 2023
CMOs targeting marketing or sales activities to organizational job titles struggle to connect with the right buyers and make sales. Use this research to avoid this pitfall and win deals by correctly using healthcare enterprise and buyer personas, job titles and buying roles across the sales cycle.
Healthcare product procurement is complex, with large buying teams, multiple levels of decision making and influence, and long buying cycles. B2B healthcare industry CMOs who target marketing and sales activities to specific job titles within healthcare delivery organizations (HDOs) often fail to connect with the correct buyer and miss out on potential customer acquisition and growth opportunities.
Understanding healthcare enterprise personas and the buyer personas, buying team roles and job titles of healthcare buying team members simplifies how, with whom and when to engage healthcare buyers.
CMOs responsible for customer acquisition and strategy targeted at HDOs must:
Enhance sales
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