Selling to the Human Capital Marketplace

In larger organizations, it is typical for HR executives to be strategically involved in business development, with the HR staff responsible for various HR-related functions including compensation and benefits, payroll, health insurance, 401(k) plans, etc. It is also common for IT, senior executives, or even the CEO to play a role in the purchasing process.

In smaller organizations, it is common for a single person to have purchasing responsibility for all aspects of HR. And in many public sector environments, it is possible for a separate purchasing department, unrelated to HR, to play a role in purchasing HR products and services.

Regardless of the size or type of the organization, there is always a primary person or group responsible for purchasing HR products and services.

When selling to the human capital marketplace, it helps to segment the market into distinct sales channels, including:

- Large Employers
- Midsize Employers
- Small Employers
- Public Sector (federal and state)
- Education
- Labor Unions (Taft-Hartley Plans)
- Misc: Associations, Affinity Groups, etc.