Missing Role Detection
The engineering of automated gap analysis—outputting exactly "who is missing" and "what to run next" per account to ensure Buying Committee Density before the deal hits procurement.
The "Invisible Stakeholder" Veto
ABM deals don't die because of the people you're talking to; they die because of the people you *aren't* talking to. If your champion is engaged but the Economic Buyer or Security Evaluator is invisible, your deal has a 60% higher chance of stalling in the final 10%. Without Missing Role Detection, your SDRs are just "checking in" with champions instead of actively multi-threading the committee.
Deal Stagnation Factors
- Late-Stage Collapse: Being vetoed by a stakeholder you didn't know existed until the final contract.
- Champ-Only Echo Chambers: Relying on a single contact's optimistic (but biased) feedback.
- Low Contract Velocity: Waiting for the champion to "socialize" the deal internally instead of Marketing doing it for them.
The Multi-Thread Logic
Strategy: Automated Reason Codes that tell Sales exactly who to go find.
Environment Implementation
6sense / Demandbase ON
We configure Persona Gap Segments. When an account hits a specific intent threshold without activity from an "Executive" or "Technical" persona, the platform auto-triggers a display ad track specifically designed for those missing roles.
Reason Code: RC21 (EB_Missing) → Activate_EB_Banner_TrackPlatform Off (CRM/MAP First)
We build Dynamic Missing Role Fields in CRM. A nightly script checks the Account against required persona tiers; if a tier is empty, it populates a "Missing Role" field that SDRs can use for LinkedIn outreach filtering.
Logic: IF (Account_EB_Count == 0) THEN SDR_Alert('Seek Economic Buyer')Artifacts You Receive
- Reason Code Library: Specific codes for every committee gap variant (RC12, RC07, etc.).
- Multi-threading Playbook: Sales scripts for "breaking in" to missing roles.
- Gap Coverage Dashboard: Real-time view of committee density across the pipeline.