Demand generation initiatives often fight to identify the right decision-makers in the organization. While it is an excellent strategy to reach out to the senior-most person possible, it is also essential that the problem you are solving or the solution is one of the critical priorities for the person. We often see people wanting to reach out to CEOs, CXOs hoping that if it comes from the top, the communication is likely to move ahead faster. In our experience, we’ve found that reaching out to the head of the department (VP, Director, etc.) and one level below that delivers the most equipped or interested prospects.
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