Closing complex deals isn’t just about convincing one person—it’s about understanding the wider decision-making unit (DMU). Identifying the right stakeholders early can mean the difference between a smooth sales process and one that drags on for months.
Hannah Ajikawo, CEO & Founder of Revenue Funnel, emphasises the importance of early planning:
"That planning and that kind of like outlining the mapping is from day one, definitely from day one."
Why early stakeholder mapping matters
From the start, it’s essential to know who’s involved in the buying process. Hannah highlights a simple but effective approach:
"I love the concept of above the line and below the line... who makes decisions and who's impacted by them?"
- Above the line (ATL) stakeholders: Decision-makers focused on ROI, strategy, and risk.
- Below the line (BTL) stakeholders: End-users or those affected by the solution day-to-day.
Mapping both groups ensures you’re covering all bases—addressing executive concerns while also supporting user needs.
How to identify key stakeholders
Finding the right people isn’t just guesswork. Hannah shares her practical approach:
"We just poke a little bit, right? You're just like, let me just send a message, a connection request, see who responds. Because we effectively want to see who's active."
Here’s how to start:
âś… Â Cast a wide net: Begin with a broad contact list within the organisation.
âś… Â Engage lightly: Send connection requests or quick messages to gauge responsiveness.
✅ Identify active participants: Focus on those who engage early—they’re often key influencers.
Validate your assumptions
It’s easy to make assumptions about who’s involved, but validation is key. Hannah explains:
"These are some of the assumptions I'm making about who could be involved... and then from there, we kind of can help to validate or invalidate if those people would be part of it or not."
- Ask your champion directly about the decision-making process.
- Use LinkedIn and internal tools to identify connections between stakeholders.
- Confirm during discovery calls who’s evaluating, testing, or approving solutions.
Final thoughts
Effective stakeholder mapping isn’t a one-time exercise—it’s an ongoing process that begins on day one. By identifying decision-makers and influencers early, you’ll navigate the sales cycle more efficiently and avoid last-minute surprises.
"That planning... is from day one, definitely from day one."
Start mapping early, and you’ll finish ahead.
![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
.png)
.png)
.png)
.png)
.png)
.png)
