PRACTICE 8
B2B & Enterprise Intelligence
Understanding business buyers, decision-making units, and the dynamics of enterprise purchasing. The consumer-research playbook does not work — and most B2B brands learn that the expensive way.
What we answer
Every engagement starts with a business question. The questions below are the most frequent shapes Cadorial sees in this practice. The answer always connects back to a decision.
Who is actually in the buying committee for our category, and how does each role move the decision?
We won six deals last quarter and lost eleven. Why?
Three accounts represent 40% of our pipeline. What is the strategic intelligence we need on each?
Our channel partners say one thing in QBRs and another to their customers. What is the truth?
What does our partner ecosystem actually look like, and where are the influence chokepoints?
What does our partner ecosystem actually look like, and where are the influence chokepoints?
How we work
Practice 8 is built for B2B brands selling into Indian and APAC enterprise, where the buying committee runs to ten or more stakeholders and the decision cycle stretches across quarters.
Our buyer-journey research starts with stakeholder mapping – identifying the seven roles (initiator, influencer, gatekeeper, decider, user, buyer, ratifier) and the specific people in each – and then runs depth interviews across the full DMU, not just the named “client”.
Win-loss analysis is structured: we recruit and interview decision-makers from won deals, lost deals, and no-decision deals, and code against a consistent framework that surfaces systemic factors driving outcomes.
Account-based research delivers tailored intelligence on named target accounts: org structure, recent strategic moves, technology footprint, vendor landscape, key stakeholders, decision triggers.
Partner and channel ecosystem research maps the full influence network – distributors, resellers, integrators, advisors – and identifies the true chokepoints.
Our research participants for B2B are senior decision-makers, and our recruitment, incentive structures, and protocols are calibrated for that population. Sample sizes are smaller (often 12–25 IDIs for a buyer-journey study, 30–60 for a comprehensive win-loss analysis) but depth and seniority are non-negotiable.
Named framework callout: The seven-role DMU model – Cadorial’s structural framework for mapping enterprise decision-making units (initiator, influencer, gatekeeper, decider, user, buyer, ratifier). Every B2B engagement is built around identifying these seven roles and the specific people who occupy each.
The seven-role DMU model
Cadorial’s structural framework for mapping enterprise decision-making units across initiator, influencer, gatekeeper, decider, user, buyer, and ratifier roles.
Services within this practice
B2B Buyer Journey Research
End-to-end mapping of the enterprise purchase decision: trigger event, problem framing, vendor consideration, evaluation, decision, and post-purchase. With named DMU roles. Output is a working journey map identifying the moments-of-influence and the content/touchpoints that move each role.
Win-Loss Analysis
Structured research with won, lost, and no-decision deals. Identifies systemic factors driving outcomes — beyond the salesperson’s narrative. Used by sales and product teams to identify pattern-level fixes (positioning, pricing, product) rather than deal-specific tactics.
Account-Based Research
Tailored intelligence on named target accounts: org structure, strategic context, technology footprint, vendor landscape, key stakeholders, decision dynamics. Supports ABM programmes and enterprise sales pursuits. Each account research output is a 6–10 page brief built for the sales lead.
Partner & Channel Ecosystem Research
Mapping the full distribution and influence network. Identifying chokepoints, over-served and under-served partner segments, and trade dynamics. Used by channel strategy teams to optimise partner programmes and identify gaps in coverage or capability.
Recent thinking
Methodology · 12 min read
The seven roles in every enterprise DMU — and the three that most B2B research misses
Practitioner POV · 9 min read
Why your win-loss analysis is telling you what you already believe
Sector view · 10 min read
Account-based research: the intelligence layer most ABM programmes are missing
Discuss this practice with Cadorial.
Tell us about the question you are wrestling with. A senior member of the Cadorial team will review your brief and respond personally, typically within one business day.
Send a brief
Direct conversation
For time-sensitive discussions, clients often prefer to continue the conversation on WhatsApp after the initial brief.
Email the team directly.
saif@cadorial.com
For detailed briefs, proposal discussions, and research documentation.
A senior member of the Cadorial team will respond within one business day.