Sales CRM Terms

What is Gatekeeper Strategy? (Explained With Examples)

What is Gatekeeper Strategy? (Explained With Examples)

What is Gatekeeper Strategy? (Explained With Examples)

11 oct. 2023

11 oct. 2023

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    Table of content
      What is Gatekeeper Strategy? (Explained With Examples)


      What is Gatekeeper Strategy? (Explained With Examples)

      In the world of business strategy, there are various approaches that companies can employ to gain a competitive edge. One such strategy that has gained popularity in recent years is the Gatekeeper Strategy. In this article, we will delve deep into what exactly the Gatekeeper Strategy entails and provide you with real-life examples to help you understand its application in different contexts.

      1°) What is Gatekeeper Strategy?

      At its core, the Gatekeeper Strategy is all about identifying and targeting key individuals or entities that control access to valuable resources, information, or opportunities. These gatekeepers act as intermediaries and hold the power to either grant or deny access to others. By developing strong relationships and influencing these gatekeepers, companies can gain a significant advantage in their respective industries.

      1.1 - Definition of Gatekeeper Strategy

      The Gatekeeper Strategy involves a deliberate and strategic effort to identify and build relationships with gatekeepers who have the power to control access to important resources. These gatekeepers can be individuals such as industry influencers, decision-makers, or trusted advisors, as well as entities like regulatory bodies, trade associations, or key suppliers.

      Organizations that successfully implement the Gatekeeper Strategy recognize the importance of nurturing relationships with these gatekeepers. They understand that by gaining favor with the right gatekeepers, they can access valuable resources, information, partnerships, and opportunities that may otherwise be out of reach.

      For example, in the healthcare industry, pharmaceutical companies often employ the Gatekeeper Strategy to gain access to key opinion leaders (KOLs) who have significant influence over prescribing decisions. By building strong relationships with these KOLs, pharmaceutical companies can ensure that their products are recommended and prescribed by healthcare professionals, resulting in increased sales and market share.

      1.2 - Advantages of Gatekeeper Strategy

      The Gatekeeper Strategy offers several advantages to companies that adopt it. Firstly, it allows businesses to tap into resources that they may not have direct access to. By building strong relationships with gatekeepers, organizations can leverage their influence and connections to gain access to industry insights, market trends, and exclusive opportunities.

      Secondly, the Gatekeeper Strategy enhances credibility and reputation. By aligning with respected gatekeepers, companies gain a level of legitimacy and trust in the eyes of stakeholders. This can have a positive impact on brand perception and attract potential customers, partners, and investors.

      Furthermore, the Gatekeeper Strategy can provide a competitive advantage by creating barriers to entry for competitors. If a company has established strong relationships with important gatekeepers, it becomes much more difficult for new players to gain access to the same resources or opportunities.

      For instance, in the technology industry, startups often employ the Gatekeeper Strategy to gain access to venture capitalists and angel investors who have the power to provide funding and mentorship. By building strong relationships with these gatekeepers, startups can secure the necessary financial resources and guidance to grow and succeed in a highly competitive market.

      1.3 - Disadvantages of Gatekeeper Strategy

      While the Gatekeeper Strategy can be highly effective, it is not without its drawbacks. One of the main challenges is the risk of over-reliance on gatekeepers. If a company becomes too dependent on a single gatekeeper or a small group of gatekeepers, they may find themselves vulnerable if those relationships sour or if the gatekeepers lose influence or change their priorities.

      Additionally, the Gatekeeper Strategy requires significant investment in relationship-building efforts. Companies must allocate resources to establish and maintain strong connections with gatekeepers, which can be time-consuming and costly. Not all organizations may have the necessary resources or capacity to effectively implement this strategy.

      Moreover, the Gatekeeper Strategy may face ethical considerations. In some cases, companies may attempt to influence gatekeepers through unethical means, such as bribery or manipulation. This can damage the reputation of both the company and the gatekeeper, leading to long-term negative consequences.

      Overall, the Gatekeeper Strategy can be a powerful approach for companies seeking to gain a competitive edge by accessing valuable resources, information, and opportunities. However, it requires careful planning, resource allocation, and ethical considerations to ensure long-term success.

      2°) Examples of Gatekeeper Strategy

      Now that we have covered the basics of the Gatekeeper Strategy, let's explore some real-life examples to illustrate its application in different contexts.

      2.1 - Example in a Startup Context

      Imagine a tech startup aiming to disrupt the transportation industry with a new ride-sharing platform. To gain access to a large pool of potential customers and ensure regulatory compliance, the company identifies local government agencies as key gatekeepers.

      In their quest to establish themselves as a trustworthy and innovative player in the market, the startup takes a proactive approach. They engage with these agencies, seeking their input and addressing any concerns they may have. By doing so, they not only build relationships but also create a smoother pathway for growth and expansion.

      The startup understands that by collaborating with the gatekeepers, they can navigate the complex landscape of regulations and gain the necessary approvals to operate their service. This strategic partnership with local government agencies not only helps them gain access to a larger customer base but also establishes their credibility and compliance with industry standards.

      2.2 - Example in a Consulting Context

      A consulting firm specializing in environmental sustainability realizes that environmental advocacy groups hold significant influence over potential clients' decisions. To establish credibility and gain access to lucrative contracts, the consulting firm actively collaborates with influential environmental organizations.

      Recognizing the gatekeeping role of these advocacy groups, the consulting firm takes a proactive approach to engage with them. They participate in joint initiatives, share knowledge, and contribute to the development of sustainable practices. By doing so, they position themselves as trusted advisors and increase their chances of securing high-profile projects.

      Through their collaboration with environmental advocacy groups, the consulting firm not only gains access to potential clients but also demonstrates their commitment to environmental sustainability. This strategic partnership not only enhances their reputation but also opens doors to new business opportunities.

      2.3 - Example in a Digital Marketing Agency Context

      In the digital marketing industry, social media influencers and bloggers often act as gatekeepers to reach a target audience. A digital marketing agency forms partnerships with popular influencers, providing them with exclusive content and access to private events.

      Understanding the influence these influencers have over their followers, the agency leverages their reach to promote their clients' brands. By providing exclusive content and access, they establish mutually beneficial relationships with the gatekeepers. In return, these influencers promote the agency's clients to their followers, resulting in increased brand visibility and customer engagement.

      Through their strategic partnerships with social media influencers and bloggers, the digital marketing agency not only expands their clients' reach but also taps into the trust and credibility these gatekeepers have established with their audience. This collaboration allows the agency to effectively target and engage with their clients' target audience, driving brand awareness and customer acquisition.

      2.4 - Example with Analogies

      To further illustrate the Gatekeeper Strategy, let's consider two analogies. In the world of sports, sports agents act as gatekeepers to professional athletes. Agents have the power to broker deals, secure endorsements, and manage the careers of athletes.

      Companies seeking to establish partnerships with professional athletes understand the importance of cultivating strong relationships with influential sports agents. By doing so, they can secure sponsorship opportunities, tap into the athlete's fan base, and leverage their popularity to promote their products or services.

      Similarly, in the music industry, record labels and music producers are gatekeepers who have the ability to provide exposure and distribution channels for aspiring artists. Artists understand the significance of impressing music executives and getting signed to reputable labels.

      By gaining the support of these gatekeepers, aspiring artists gain access to industry resources, marketing support, and larger audiences. This strategic partnership allows them to showcase their talent to a wider audience and increase their chances of success in the highly competitive music industry.

      Conclusion

      The Gatekeeper Strategy is a powerful approach that allows companies to strategically target individuals or entities with control over valuable resources. By building relationships and influencing these gatekeepers, businesses can gain access to opportunities, resources, and partnerships that can propel them ahead of their competition. However, it is essential to approach the Gatekeeper Strategy with caution and diversify relationships to avoid becoming too dependent on a few key gatekeepers. With the right implementation, this strategy can provide a significant advantage in various industries.

      À propos de l'auteur

      Arnaud Belinga

      Breakcold Youtube Channel

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      What is the Customer Lifetime Value (CLV)? (Explained With Examples)

      Sales CRM Terms

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      What is Customer Profiling? (Explained With Examples)
      What is Customer Profiling? (Explained With Examples)

      Sales CRM Terms

      What is Customer Profiling? (Explained With Examples)

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      What is Customer Retention? (Explained With Examples)
      What is Customer Retention? (Explained With Examples)

      Sales CRM Terms

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      What is Dark Social? (Explained With Examples)
      What is Dark Social? (Explained With Examples)

      Sales CRM Terms

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      What is Data Enrichment? (Explained With Examples)
      What is Data Enrichment? (Explained With Examples)

      Sales CRM Terms

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      What is Data Segmentation? (Explained With Examples)
      What is Data Segmentation? (Explained With Examples)

      Sales CRM Terms

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      What is Database Marketing? (Explained With Examples)
      What is Database Marketing? (Explained With Examples)

      Sales CRM Terms

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      What are Decision Criteria? (Explained With Examples)
      What are Decision Criteria? (Explained With Examples)

      Sales CRM Terms

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      What is a Decision Maker? (Explained With Examples)
      What is a Decision Maker? (Explained With Examples)

      Sales CRM Terms

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      What is a Decision-Making Unit (DMU)? (Explained With Examples)
      What is a Decision-Making Unit (DMU)? (Explained With Examples)
      What is a Decision-Making Unit (DMU)? (Explained With Examples)

      Sales CRM Terms

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      What is Demand Generation? (Explained With Examples)
      What is Demand Generation? (Explained With Examples)

      Sales CRM Terms

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      What is Digital Marketing? (Explained With Examples)
      What is Digital Marketing? (Explained With Examples)

      Sales CRM Terms

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      What is Direct Marketing? (Explained With Examples)
      What is Direct Marketing? (Explained With Examples)

      Sales CRM Terms

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      What is a Discovery Call? (Explained With Examples)
      What is a Discovery Call? (Explained With Examples)

      Sales CRM Terms

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      What is a Discovery Meeting? (Explained With Examples)
      What is a Discovery Meeting? (Explained With Examples)

      Sales CRM Terms

      What is a Discovery Meeting? (Explained With Examples)

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      What are Discovery Questions? (Explained With Examples)
      What are Discovery Questions? (Explained With Examples)

      Sales CRM Terms

      What are Discovery Questions? (Explained With Examples)

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      What is Door-to-Door Sales? (Explained With Examples)
      What is Door-to-Door Sales? (Explained With Examples)

      Sales CRM Terms

      What is Door-to-Door Sales? (Explained With Examples)

      What is a Drip Campaign? (Explained With Examples)
      What is a Drip Campaign? (Explained With Examples)
      What is a Drip Campaign? (Explained With Examples)

      Sales CRM Terms

      What is a Drip Campaign? (Explained With Examples)

      What is Dunning? (Explained With Examples)
      What is Dunning? (Explained With Examples)
      What is Dunning? (Explained With Examples)

      Sales CRM Terms

      What is Dunning? (Explained With Examples)

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      What is an Early Adopter? (Explained With Examples)
      What is an Early Adopter? (Explained With Examples)

      Sales CRM Terms

      What is an Early Adopter? (Explained With Examples)

      What is Elevator Pitch? (Explained With Examples)
      What is Elevator Pitch? (Explained With Examples)
      What is Elevator Pitch? (Explained With Examples)

      Sales CRM Terms

      What is Elevator Pitch? (Explained With Examples)

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      What is Email Hygiene? (Explained With Examples)
      What is Email Hygiene? (Explained With Examples)

      Sales CRM Terms

      What is Email Hygiene? (Explained With Examples)

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      What is Email Marketing? (Explained With Examples)
      What is Email Marketing? (Explained With Examples)

      Sales CRM Terms

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      What is Emotional Intelligence Selling? (Explained With Examples)
      What is Emotional Intelligence Selling? (Explained With Examples)

      Sales CRM Terms

      What is Emotional Intelligence Selling? (Explained With Examples)

      What is Engagement Marketing? (Explained With Examples)
      What is Engagement Marketing? (Explained With Examples)
      What is Engagement Marketing? (Explained With Examples)

      Sales CRM Terms

      What is Engagement Marketing? (Explained With Examples)

      What is Engagement Rate? (Explained With Examples)
      What is Engagement Rate? (Explained With Examples)
      What is Engagement Rate? (Explained With Examples)

      Sales CRM Terms

      What is Engagement Rate? (Explained With Examples)

      What is Engagement Strategy? (Explained With Examples)
      What is Engagement Strategy? (Explained With Examples)
      What is Engagement Strategy? (Explained With Examples)

      Sales CRM Terms

      What is Engagement Strategy? (Explained With Examples)

      What is Feature-Benefit Selling? (Explained With Examples)
      What is Feature-Benefit Selling? (Explained With Examples)
      What is Feature-Benefit Selling? (Explained With Examples)

      Sales CRM Terms

      What is Feature-Benefit Selling? (Explained With Examples)

      What is Field Sales? (Explained With Examples)
      What is Field Sales? (Explained With Examples)
      What is Field Sales? (Explained With Examples)

      Sales CRM Terms

      What is Field Sales? (Explained With Examples)

      What is a Follow-Up? (Explained With Examples)
      What is a Follow-Up? (Explained With Examples)
      What is a Follow-Up? (Explained With Examples)

      Sales CRM Terms

      What is a Follow-Up? (Explained With Examples)

      What is Forecast Accuracy? (Explained With Examples)
      What is Forecast Accuracy? (Explained With Examples)
      What is Forecast Accuracy? (Explained With Examples)

      Sales CRM Terms

      What is Forecast Accuracy? (Explained With Examples)

      What is a Funnel? (Explained With Examples)
      What is a Funnel? (Explained With Examples)
      What is a Funnel? (Explained With Examples)

      Sales CRM Terms

      What is a Funnel? (Explained With Examples)

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      What is Gamification in Sales? (Explained With Examples)
      What is Gamification in Sales? (Explained With Examples)

      Sales CRM Terms

      What is Gamification in Sales? (Explained With Examples)

      What is Gatekeeper? (Explained With Examples)
      What is Gatekeeper? (Explained With Examples)
      What is Gatekeeper? (Explained With Examples)

      Sales CRM Terms

      What is Gatekeeper? (Explained With Examples)

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      What is a Go-to Market Strategy? (Explained With Examples)
      What is a Go-to Market Strategy? (Explained With Examples)

      Sales CRM Terms

      What is a Go-to Market Strategy? (Explained With Examples)

      What is Growth Hacking? (Explained With Examples)
      What is Growth Hacking? (Explained With Examples)
      What is Growth Hacking? (Explained With Examples)

      Sales CRM Terms

      What is Growth Hacking? (Explained With Examples)

      What is Growth Marketing? (Explained With Examples)
      What is Growth Marketing? (Explained With Examples)
      What is Growth Marketing? (Explained With Examples)

      Sales CRM Terms

      What is Growth Marketing? (Explained With Examples)

      What is Guerrilla Marketing? (Explained With Examples)
      What is Guerrilla Marketing? (Explained With Examples)
      What is Guerrilla Marketing? (Explained With Examples)

      Sales CRM Terms

      What is Guerrilla Marketing? (Explained With Examples)

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      What is High-Ticket Sales? (Explained With Examples)
      What is High-Ticket Sales? (Explained With Examples)

      Sales CRM Terms

      What is High-Ticket Sales? (Explained With Examples)

      What is Holistic Selling? (Explained With Examples)
      What is Holistic Selling? (Explained With Examples)
      What is Holistic Selling? (Explained With Examples)

      Sales CRM Terms

      What is Holistic Selling? (Explained With Examples)

      What is Ideal Customer Profile (ICP)? (Explained With Examples)
      What is Ideal Customer Profile (ICP)? (Explained With Examples)
      What is Ideal Customer Profile (ICP)? (Explained With Examples)

      Sales CRM Terms

      What is Ideal Customer Profile (ICP)? (Explained With Examples)

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      What is Inbound Lead Generation? (Explained With Examples)
      What is Inbound Lead Generation? (Explained With Examples)

      Sales CRM Terms

      What is Inbound Lead Generation? (Explained With Examples)

      What is an Inbound Lead? (Explained With Examples)
      What is an Inbound Lead? (Explained With Examples)
      What is an Inbound Lead? (Explained With Examples)

      Sales CRM Terms

      What is an Inbound Lead? (Explained With Examples)

      What is Inbound Marketing? (Explained With Examples)
      What is Inbound Marketing? (Explained With Examples)
      What is Inbound Marketing? (Explained With Examples)

      Sales CRM Terms

      What is Inbound Marketing? (Explained With Examples)

      What is Inbound Sales? (Explained With Examples)
      What is Inbound Sales? (Explained With Examples)
      What is Inbound Sales? (Explained With Examples)

      Sales CRM Terms

      What is Inbound Sales? (Explained With Examples)

      What is Influencer Marketing? (Explained With Examples)
      What is Influencer Marketing? (Explained With Examples)
      What is Influencer Marketing? (Explained With Examples)

      Sales CRM Terms

      What is Influencer Marketing? (Explained With Examples)

      What is Inside Sales Representative? (Explained With Examples)
      What is Inside Sales Representative? (Explained With Examples)
      What is Inside Sales Representative? (Explained With Examples)

      Sales CRM Terms

      What is Inside Sales Representative? (Explained With Examples)

      What is Inside Sales? (Explained With Examples)
      What is Inside Sales? (Explained With Examples)
      What is Inside Sales? (Explained With Examples)

      Sales CRM Terms

      What is Inside Sales? (Explained With Examples)

      What is Insight Selling? (Explained With Examples)
      What is Insight Selling? (Explained With Examples)
      What is Insight Selling? (Explained With Examples)

      Sales CRM Terms

      What is Insight Selling? (Explained With Examples)

      What is a Key Account? (Explained With Examples)
      What is a Key Account? (Explained With Examples)
      What is a Key Account? (Explained With Examples)

      Sales CRM Terms

      What is a Key Account? (Explained With Examples)

      What is a Key Performance Indicator (KPI)? (Explained With Examples)
      What is a Key Performance Indicator (KPI)? (Explained With Examples)
      What is a Key Performance Indicator (KPI)? (Explained With Examples)

      Sales CRM Terms

      What is a Key Performance Indicator (KPI)? (Explained With Examples)

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      What is a Landing Page? (Explained With Examples)
      What is a Landing Page? (Explained With Examples)

      Sales CRM Terms

      What is a Landing Page? (Explained With Examples)

      What is Lead Database? (Explained With Examples)
      What is Lead Database? (Explained With Examples)
      What is Lead Database? (Explained With Examples)

      Sales CRM Terms

      What is Lead Database? (Explained With Examples)

      What is a Lead Enrichment? (Explained With Examples)
      What is a Lead Enrichment? (Explained With Examples)
      What is a Lead Enrichment? (Explained With Examples)

      Sales CRM Terms

      What is a Lead Enrichment? (Explained With Examples)

      What is Lead Generation? (Explained With Examples)
      What is Lead Generation? (Explained With Examples)
      What is Lead Generation? (Explained With Examples)

      Sales CRM Terms

      What is Lead Generation? (Explained With Examples)

      What is Lead Nurturing? (Explained With Examples)
      What is Lead Nurturing? (Explained With Examples)
      What is Lead Nurturing? (Explained With Examples)

      Sales CRM Terms

      What is Lead Nurturing? (Explained With Examples)

      What is Lead Qualification? (Explained With Examples)
      What is Lead Qualification? (Explained With Examples)
      What is Lead Qualification? (Explained With Examples)

      Sales CRM Terms

      What is Lead Qualification? (Explained With Examples)

      What is Lead Scoring? (Explained With Examples)
      What is Lead Scoring? (Explained With Examples)
      What is Lead Scoring? (Explained With Examples)

      Sales CRM Terms

      What is Lead Scoring? (Explained With Examples)

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      What are LinkedIn InMails? (Explained With Examples)
      What are LinkedIn InMails? (Explained With Examples)

      Sales CRM Terms

      What are LinkedIn InMails? (Explained With Examples)

      What is LinkedIn Sales Navigator? (Explained With Examples)
      What is LinkedIn Sales Navigator? (Explained With Examples)
      What is LinkedIn Sales Navigator? (Explained With Examples)

      Sales CRM Terms

      What is LinkedIn Sales Navigator? (Explained With Examples)

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      What is Lost Opportunity? (Explained With Examples)
      What is Lost Opportunity? (Explained With Examples)

      Sales CRM Terms

      What is Lost Opportunity? (Explained With Examples)

      What is Market Positioning? (Explained With Examples)
      What is Market Positioning? (Explained With Examples)
      What is Market Positioning? (Explained With Examples)

      Sales CRM Terms

      What is Market Positioning? (Explained With Examples)

      What is Market Research? (Explained With Examples)
      What is Market Research? (Explained With Examples)
      What is Market Research? (Explained With Examples)

      Sales CRM Terms

      What is Market Research? (Explained With Examples)

      What is Market Segmentation? (Explained With Examples)
      What is Market Segmentation? (Explained With Examples)
      What is Market Segmentation? (Explained With Examples)

      Sales CRM Terms

      What is Market Segmentation? (Explained With Examples)

      What is MEDDIC? (Explained With Examples)
      What is MEDDIC? (Explained With Examples)
      What is MEDDIC? (Explained With Examples)

      Sales CRM Terms

      What is MEDDIC? (Explained With Examp