3. The people most likely to kill your deal are the ones you are not marketing to.

For Marketing

Your champion wants this. Your sales team is engaged. And then procurement asks why not the other vendor. Legal has questions about the data. Finance wants to know what gets cut to pay for it.

We file that under sales problem.

But we should be honest: it is ours too. Almost all of our focus, and our budget, went to one person. The business user. The one most likely to say yes. Meanwhile the CFO, Legal, and Procurement were not there to buy. They were there to manage risk. And none of them ever showed up in our marketing data.

The deal is not being lost at the vendor comparison stage. It is being lost earlier, when someone in the buying group cannot be convinced that the category is worth investing in at all. Most content libraries are built for the champion.

Almost nothing is built to answer the questions Finance, Legal, or Procurement will raise before they are even in the room.
That is the gap.

Our GTM 2027 recommendations

Map your content library against buying group roles, not just your primary buyer persona. What do you have for the CFO skeptical of the category? For Legal asking about compliance? For Procurement comparing you against alternatives?
Build content that justifies the category investment, not just your solution. ROI calculators, risk-of-inaction pieces, and peer benchmarks serve the detractor before they become one.
Work with your sales team to track which detractor roles are appearing most often in active deals. That intelligence should feed directly into your content calendar.
Think about where risk managers spend time. Industry events, LinkedIn, analyst reports, peer conversations. Your presence in those places matters more than another blog post for the person who already agrees with you.