Day-One list

The mental shortlist a buyer already holds on the day their buying process formally begins. Forrester data has 92% of buyers holding one before any formal process starts, 41% with a single vendor in mind — and 84% of deals go to the first vendor contacted. Being on this list at every one of the 80 named accounts, before they are in-market, is this course’s definition of winning.

Source: Course label for a finding from Forrester and 6sense buyer research: roughly 9 in 10 enterprise buyers arrive with a shortlist already formed — and most deals go to a vendor who was on it from day one.

First used in: 1.1 · How enterprise buyers buy