Large companies have many departments, divisions and even multiple entities. Although they fall under one umbrella, they often do business separately and make their own decisions.

It's common for a business to have multiple contracts with the same company; often, those contracts have no common denominator other than the company they represent.

If one division uses your products or services, it wouldn't be a surprise for another to benefit from your business. When you already have an "in," you're at an advantage, because you know the big corporation's business from working with one of its divisions.

Even if you can easily modify your product or services based on the work done with another division, how do you explain that to the right people in another area of the company? Sometimes it is possible to get a referral from current contacts; other times it is not. How do you reach other potential customers within the same company?

In your business, does your left arm know what the right arm is doing? Need help in making the two arms work together more efficiently? More than 200,000 “MarketingProfs Today” arms are ready to roll up their sleeves and join in. Submit your challenge and receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing.

This Week's Dilemma

Reaching customers' other departments

We are a B2B company selling CRM technology. After a brief customer analysis, we have noticed the customers we have sold to have other divisions that may be potential clients. How do we reach these other departments? Aside from referrals, how else can we access these other divisions?

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.