The following passage is from Atomic Habits, by James Clear (a book I highly recommend, if you haven't read it), on building new routines and the essence of habits as the compound interest of self-improvement on an individual level.
"𝘛𝘩𝘦 𝘚𝘢𝘯 𝘈𝘯𝘵𝘰𝘯𝘪𝘰 𝘚𝘱𝘶𝘳𝘴, 𝘰𝘯𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘴𝘶𝘤𝘤𝘦𝘴𝘴𝘧𝘶𝘭 𝘵𝘦𝘢𝘮𝘴 𝘪𝘯 𝘕𝘉𝘈 𝘩𝘪𝘴𝘵𝘰𝘳𝘺, 𝘩𝘢𝘷𝘦 𝘢 𝘲𝘶𝘰𝘵𝘦 𝘧𝘳𝘰𝘮 𝘴𝘰𝘤𝘪𝘢𝘭 𝘳𝘦𝘧𝘰𝘳𝘮𝘦𝘳 𝘑𝘢𝘤𝘰𝘣 𝘙𝘪𝘪𝘴 𝘩𝘢𝘯𝘨𝘪𝘯𝘨 𝘪𝘯 𝘵𝘩𝘦𝘪𝘳 𝘭𝘰𝘤𝘬𝘦𝘳 𝘳𝘰𝘰𝘮: “𝘞𝘩𝘦𝘯 𝘯𝘰𝘵𝘩𝘪𝘯𝘨 𝘴𝘦𝘦𝘮𝘴 𝘵𝘰 𝘩𝘦𝘭𝘱, 𝘐 𝘨𝘰 𝘢𝘯𝘥 𝘭𝘰𝘰𝘬 𝘢𝘵 𝘢 𝘴𝘵𝘰𝘯𝘦𝘤𝘶𝘵𝘵𝘦𝘳 𝘩𝘢𝘮𝘮𝘦𝘳𝘪𝘯𝘨 𝘢𝘸𝘢𝘺 𝘢𝘵 𝘩𝘪𝘴 𝘳𝘰𝘤𝘬, 𝘱𝘦𝘳𝘩𝘢𝘱𝘴 𝘢 𝘩𝘶𝘯𝘥𝘳𝘦𝘥 𝘵𝘪𝘮𝘦𝘴 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘢𝘴 𝘮𝘶𝘤𝘩 𝘢𝘴 𝘢 𝘤𝘳𝘢𝘤𝘬 𝘴𝘩𝘰𝘸𝘪𝘯𝘨 𝘪𝘯 𝘪𝘵. 𝘠𝘦𝘵 𝘢𝘵 𝘵𝘩𝘦 𝘩𝘶𝘯𝘥𝘳𝘦𝘥 𝘢𝘯𝘥 𝘧𝘪𝘳𝘴𝘵 𝘣𝘭𝘰𝘸 𝘪𝘵 𝘸𝘪𝘭𝘭 𝘴𝘱𝘭𝘪𝘵 𝘪𝘯 𝘵𝘸𝘰, 𝘢𝘯𝘥 𝘐 𝘬𝘯𝘰𝘸 𝘪𝘵 𝘸𝘢𝘴 𝘯𝘰𝘵 𝘵𝘩𝘢𝘵 𝘭𝘢𝘴𝘵 𝘣𝘭𝘰𝘸 𝘵𝘩𝘢𝘵 𝘥𝘪𝘥 𝘪𝘵—𝘣𝘶𝘵 𝘢𝘭𝘭 𝘵𝘩𝘢𝘵 𝘩𝘢𝘥 𝘨𝘰𝘯𝘦 𝘣𝘦𝘧𝘰𝘳𝘦.”"
I find many parallels to the science (or art?) of closing large business deals.
Most Megadeals (B2B) sales processes are very complex and involve a rich toolbox of both martech and salestech tactics from the selling side, used over long periods of time and aimed at a large number of stakeholders, both around, and directly involved in the deal, many of which are informal decision-makers and hard to map out correctly from the outside.
Since the focus usually is not on "getting clicks" but on building awareness (in the human brain), measuring attribution of impact is challenging.
When the deal goes through, was it the repeated exposure of ads in websites such as Forbes.com, Di.se, CNN.com etc that did it? Perhaps the retargeting in social media, the segments & names based targeting in Linkedin etc, the beeswarming (team-synchronized visits of linkedin profiles) or the ad on the digital billboard outside the soon to be client's office? What roles played the consistent posting and thought leadership in social media, and of course the sales meetings, calls and emails?
Well the answer is of course that all of these activities contributed to moving the client through the sales funnel and eventually closing the multimillion (or -Billion) dollar deal.
Certainly, you can and should measure the buying intent in various ways and adapt the messaging accordingly, depending on how the prospect moves in the sales funnel. However, the complex science of attribution of a large number of stakeholders over many months, often years, is not easily quantifiable. A great deal of patience and consistency is needed in this orchestration.
At Megadeals Advisory we find this intersection of art and science at play around the large deals particularly fascinating and rewarding to work with.