2.145 Winning Hidden Stakeholders with Michael Field

In this conversation, Karen Kirton sits down with marketer Michael Field to unpack the hidden force behind so many B2B wins and losses. We explore the invisible buying committee, the stakeholders you rarely meet yet who quietly shape every major decision. You will learn how to identify them, speak to what they value, and create simple assets that help them champion your solution inside the room you cannot enter. 

In today’s episode, you will learn about: 

• Why the person you talk to the most is not always the decision maker 
• How to map the real influencers in a deal across finance, risk, safety, procurement, and operations 
• Interview techniques that reveal what actually drives choices, not just what people say 
• The emotional side of decisions and how to de risk choices for project managers 
• A 30 day action plan to start influencing the whole committee in your market 

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