Tech Sales Insights E115 Part 2 - THE “C” IN ICP: How to Approach C-Level Buyers Differently with Mark Stephenson
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Mar 15, 2023 Mark Stephenson, a leader at Evisort, an AI company specializing in contracts, shares his expertise on selling to C-level executives. He emphasizes the art of crafting impactful elevator pitches tailored for CEOs and CFOs, focusing on business outcomes rather than technicalities. Mark also discusses the significance of a value-driven sales approach in SaaS, highlighting how aligning teams with key value metrics can enhance customer adoption and long-term growth. His insights on differentiating in a crowded market are both practical and enlightening.
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CFO Elevator Pitch
- When speaking to a CFO, focus on financial metrics like revenue, expenses, profitability, and compliance.
- Tailor your pitch to their concerns, especially in a challenging economy where they have limited resources.
Focus on Business Impact
- Differentiate yourself by focusing on the business impact of your product, not just its features.
- Highlight how customers can achieve measurable improvements using your solution.
Evisort's Value One Metric
- At Evisort, Mark required the "value one" metric to be in Salesforce before closing deals to track customer success.
- This metric helped align sales, services, training, and customer success teams.