The executive brief
February 19, 2010
Penetrating a large and complex organization has its challenges. Reaching consensus across many unique stakeholders is difficult. If the org chart has more than a handful of boxes, you know what you are up against.
However, there is nice and easy way to proselytize and evangelize even the most complicated organization. First, compile extensive business intelligence – know your prospect and the issues/pressures they face internally and externally, market share, etc. Second, create a customized Executive Brief which is similar in format to a business plan but designed to articulate exactly how your organization can help their organization and why they should partner with your company.
These days everybody saves the tree and sends an email, but if you can print out fancy color collateral handouts it is impressive and bodes well. The trick is having a “coach” who creates the groundswell such that it captures mind-share across the enterprise, especially in executive circles.
