Don’t forget the most obvious influencers

At the risk of stating the bleeding obvious, the most important influencer on your customers is:
You.

Two particular dimensions are important:

Your product. If your product sucks no amount of influencer outreach is going to fix it. Start there, then consider influencers.

Your sales force. 85% of purchase decisions are impacted by the relationship between your sales force and the customer, according to the CMO Council*. In fact, it’s probably 100% (if you think about it) but remember that the impact may be positive or negative. Get the relationship wrong and no third party influencer has the power to retrieve the situation.




*Closing the Gap: The Sales & Marketing Alignment Imperative Executive Summary. Summary report available free.