A tool that helps you organize the key information by stakeholder.

1. Divide the stakeholders into economic buyers, user buyers, technical buyers and coaches.
Economic buyers: authority to release funds for sales objective. User buyers: use or supervise the use of product. Technical buyers: judge and rule on the product specification. Coach: guides in sales.
2. Divide stakeholders into three priorities: low, medium and high.
3. Divide them into buyer response modes.
I. Growth mode: buying product brings growth, know need of change but don’t feel urge, want incremental improvement on current solutions, will help bringing growth target closer.
II. Trouble mode: business is failing and needs change, doesn’t have money resources but is open to radical changes.
III. Even keel mode: doesn’t need change but can be influenced by buyer in growth or trouble mode.
IV. Overconfident mode: believes they are succeeding and are insulted by new products. Keep them informed about process and wait until mode changes.