In the world of Australian B2B sales, the days of dealing with a single 'Decision Maker' are largely over. Research shows that the average B2B buying group now involves 6 to 10 stakeholders, each armed with their own research and competing priorities. If you aren't mapping these committees, you're leaving your deals to chance and risking a 'no-decision' outcome.
Buying Committee Mapping is the process of identifying every individual involved in a purchase decision, understanding their influence, and tailoring your marketing to their specific needs. This guide will show you how to move from a single point of contact to a robust, multi-threaded account strategy.
Prerequisites
Before you begin, ensure you have:- A defined Ideal Customer Profile (ICP).
- Access to LinkedIn Sales Navigator or a similar B2B database.
- Your CRM (e.g., HubSpot, Salesforce) ready to record data.
- A basic understanding of your typical sales cycle.
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Step 1: Define Your Standard Persona Roles
Before looking at specific accounts, you must identify the types of people who usually show up in your deals. In an Australian context, these generally fall into four buckets:- The Champion: The person who wants your solution most and will fight for it internally.
- The Economic Buyer: The person who controls the budget (often a CFO or Department Head).
- The Technical Gatekeeper: IT or Security teams who ensure your solution fits their infrastructure.
- The Influencer/User: The people who will actually use the product daily.
Step 2: Select Your Top-Tier Target Accounts
Don't try to map every lead in your system. Start with your 'Tier 1' accounts—those that represent the highest potential value. Use your ABN lookups or industry news to identify companies currently undergoing digital transformation or expansion, as these are most likely to have active buying committees.Step 3: Identify the 'Known' Contacts
Open your CRM and list everyone you already know at the target account. Screenshot Description: In your CRM, look at the 'Contacts' section associated with the Company record. You should see a list of names, job titles, and their last interaction date.Step 4: Use LinkedIn to Find the 'Unknowns'
This is where the real mapping begins. Use LinkedIn Sales Navigator to search for the company name and filter by seniority and department. For example, if you sell marketing software, search for 'Marketing', 'IT', and 'Finance' roles at the Director level and above. Pro Tip: Look for people who have recently joined the company (within the last 6-12 months). New hires are often 'change agents' hired specifically to implement new tools and processes.Step 5: Categorise by Influence and Sentiment
Create a matrix for each contact. You need to track two things: Influence (High, Medium, Low) and Sentiment (Champion, Neutral, Detractor).- High Influence / Detractor: Your biggest risk. You need to address their concerns early.
- Low Influence / Champion: A great source of internal intel, but they can't sign the cheque.
Step 6: Map the Reporting Lines
Use tools like OrgChartHub or even a simple Canva whiteboard to visually map who reports to whom. Understanding the hierarchy helps you see how information flows. In Australian SMEs, the hierarchy is often flatter than in US firms, meaning a 'Manager' might have more direct access to the CEO than you'd expect.Step 7: Identify the 'External' Influencers
In Australia, many businesses rely heavily on external consultants, accountants, or managed service providers (MSPs). Don't forget to ask your Champion: "Who else outside the business usually reviews these types of decisions?"Step 8: Audit Your Content Coverage
Look at your current marketing assets. Do you have something for everyone on the map?- CFO: Needs an ROI calculator or a business case.
- IT Manager: Needs a security whitepaper or API documentation.
- End User: Needs a 'Day in the Life' video or feature walkthrough.
Step 9: Launch Multi-Threaded Outreach
Once mapped, your sales and marketing teams should coordinate. While Sales is talking to the Champion, Marketing can run targeted LinkedIn ads specifically to the Job Titles of the Economic Buyer and Technical Gatekeeper at that specific company.Step 10: Validate Your Map Regularly
Buying committees are fluid. People leave, roles change, and projects get reshuffled. At least once a month, review your map for your top accounts to ensure your 'Champion' is still in the seat.---
Common Mistakes to Avoid
- The 'Single Point of Failure': Relying entirely on one person to sell your solution internally. If they leave or get busy, the deal dies.
- Ignoring the 'Silent' Stakeholder: The Legal or Procurement team often enters at the very end. If you haven't prepared for them, they can stall a deal for months.
- Generic Messaging: Sending the same 'check-in' email to a CEO and a Project Manager. Tailor the value proposition to their specific KPIs.
Troubleshooting
- "I can't find the decision-maker": Try looking at the company's annual report (if public) or their 'About Us' page. Alternatively, ask your current contact: "Besides yourself, who else would be frustrated if this problem isn't solved?"
- "The contact won't introduce me to others": This is a red flag that your contact might not be a true Champion. Offer to provide a 'Board-ready' presentation or a 'Technical Brief' that they can share, which makes them look good while getting your message to the higher-ups.
- "The committee is blocked by a Detractor": Don't ignore them. Schedule a specific 'objection handling' session to listen to their concerns. Often, detractors just want to feel heard and ensure they aren't taking on unnecessary risk.
Next Steps
Now that you've mapped your committee, it's time to activate your Account-Based Marketing (ABM) strategy.- Create a 'Content Gap' spreadsheet based on your map.
- Set up LinkedIn 'Account Targeting' for your Top 20 accounts.
- If you need help building a bespoke ABM engine for your Australian business, contact the experts at Local Marketing Group.