Enterprise sales has a buying committee. Market to all of it

In high value enterprise sales, the ideal customer profile can narrow your thinking. Clients brief Gerard with one exact persona: the CEO signs off, or the CFO holds the budget, so that is who the campaign targets. The reality is a committee makes the purchase, and it is bigger than the org chart suggests. It includes anyone who might hear something, like the unrelated engineer who pipes up in a meeting with "I've heard of those guys". Not an endorsement, just another part of the story that builds confidence. The advice: once you have a high value prospect, establish the buying committee around them and put your brand and messaging in front of the whole group. They will not click your lead forms and they do not need to. They need to have heard of you when the final decision is made. If the deal is worth thousands a month, the committee exists.