The Outreach Fix: Reaching the whole buying group

In this Outreach Fix episode, we tackle a familiar challenge: navigating complex buying committees.

Sopro’s Kit Smith and Rob Harlow unpack how decisions are made when four or more people are involved, and why influence needs to stretch beyond a single contact.

More roles mean more conversations, more touchpoints, and longer timelines. That can stall deals if you only focus on one person or one channel. Done well, a broader strategy speeds things up. It builds confidence across the business and keeps you front of mind when the time is right.

Kit and Rob cover how to spot and support a champion, tailor messages to different roles, and keep visibility high without becoming intrusive. They share practical ways to use intent, run always-on activity, and keep momentum across months, not weeks.

What you’ll learn:

• How buying decisions are made across multiple stakeholders
• How to equip a champion to win the internal conversation
• Which roles to target and what each cares about
• How to use soft intent signals to time your next step
• How to run always-on outreach without over-emailing

Key takeaways:

• Think company conversion, not individual wins. Build familiarity across the whole buying group so approval is easier.
• Give people tools to take away. Short summaries, numbers for the CFO, proof for the CEO, and practical detail for sales.
• Let intent guide the pace. Website visits, job changes, and light engagement should shape when and how you follow up.
• Stay present, not pushy. Keep ads and social running, check in quarterly, and respond to triggers when interest appears.