4♠️ Allies and enemies matrix: Focus your efforts, win big deals

Closing complex, multi-million dollar deals requires a strategic approach. It's a high-stakes chess game with numerous stakeholders involved. But within this complexity lies an opportunity to improve your win rate.

Problem or challenge

Sales teams often waste valuable time building relationships with "friendly" contacts and interacting with individuals who have little to no influence on the final decision. They get caught in a trap of rapport-building with friendly contacts who hold no sway.

Complexities

The challenge lies in identifying the key players within an organisation. You need to understand not just who someone is, but also their level of influence within the decision-making hierarchy.

Solution

Here's a powerful tool I recommend: The Allies and Enemies Matrix.

See a simple two-by-two grid. On one axis, plot the level of power each person holds in influencing the decision. The other axis represents their level of support for your company.

• Top right: Champions: These are your ideal contacts – high power and strong supporters. They advocate for your solution and champion it within the organisation.

• Top left: Obstacles: These individuals hold significant sway over the decision but are currently not on your side. This is where you need to focus significant effort. Understand their concerns and tailor your approach to address them.

• Bottom right: Unimportant: These individuals may not like you, but their lack of influence makes them a low priority.

• Bottom left: Friends: These are pleasant contacts who are friendly but hold little decision-making power. While maintaining rapport is good, don't expend excessive energy here.

Benefits

By visually mapping out the key players, the Allies and Enemies Matrix delivers a clear picture of who truly matters in the deal. This laser focus allows you to:

• Focus your sales team's efforts on those who truly matter. Invest your time and resources in influencing those with the most power to sway the decision.

• Develop targeted strategies to address the concerns of key decision-makers.

• Increase your win rate for complex, high-value deals. Improve sales team efficiency by understanding where their efforts are most impactful, your sales team avoids wasting time on dead-end contacts.

Why it works

The matrix cuts through the noise and helps you prioritise based on influence, not just friendliness. It compels your team to identify and address potential roadblocks before they derail the deal.

Measurement

Track the progress of your efforts within each quadrant. Did you successfully engage key decision-makers? Did their stance on your company shift? Did you win the deal?

My story, sources and references

I learnt about slight variants of this model from two different MD2MD speakers. I heard it from both Phil Jesson, a guru on Key Account Management and also from Jeff Grout. Jeff’s claim to fame was that he was business manager to Sir Clive Woorward, the coach that led England to winning the Rugby World Cup. I think though that he probably learnt or developed this model when running Robert Half, a large UK recruitment agency earlier in his career. Whatever, the model resonated with me and like so much of what I’m sharing here was a tool I wished I’d had in my toolbox earlier in my career.