A quarter century ago, NY Times bestselling author, Malcom Gladwell released, The Tipping Point: How Little Things Can Make a Big Difference. Gladwell’s central argument is that a social idea or movement’s success ultimately depends on the efforts of few key individuals. This is further expressed in concepts such as the Pareto Principle, i.e., 20% of any population consumes 80% of the assets, or Peter Principle, i.e., 80% of the work is done by the square root of the organizational population.
Gladwell categorizes these key individuals into three (3) groups: a) salesmen, b) connectors, and c) mavens. The salesmen persuade the target audience the problem exists and must be solved. The connectors maintain a large social network and bring people together for a common purpose. The mavens are information rich and understand the complexities and nature of the problems and alternative solutions. Gladwell argues the more effective and efficient these individuals coordinate, collaborate, and execute the stronger the result achieved.
This is an important concept for Alliance candidates to understand and operationalize. You must identify, network, and invest your resources in these individuals within your organization. These are the decision makers and influencers of your company. They are not necessarily in the C-suite nor have a prestigious title, but they are who the company turns to in times of strategic focus and/or operational risk. They can accelerate your growth both internally and externally.
In most companies, your salesmen are located in customer-facing functions of your organization, namely Sales, Product Management, Customer Success, Professional Services, and Marketing. These individuals are responsible for, as Simon Sinek states, articulating “Your Why?”. They often exude charisma and are considered “thought leaders” by the market and lauded by their peers. The connectors follow a similar profile but with Channels and Alliance and the Senior Management Team (C-suite) included. These individuals have an abundance of experience working across multiple functions/organizations and typically build fruitful relationships leveraging strong interpersonal skills. Mavens can be found anywhere but often have tenure as a dominant characteristic. They understand the market and internal processes. They can identify internal root causes and explain external market change.
Regardless of their categorization, you want to seek mentorship from these individuals whether formal or informal – ask for consultation and coaching whether for self development or problem solving. They will be an incredible resource as you begin your career.
Don’t forget to read my last blog: Sales Organization Functions: A Guide for Transitioning Service Members.
Let me know your experience with your organization’s salesmen, connectors, and mavens. Comment below!
Leave a Reply