Published: 17 September 2024
Messaging designed according to a one-size-fits-all strategy often results in one-size-fits-none. Tech CEOs can make messaging more compelling to buying teams by orienting around organization-, role-, and personal-level value stories.
Extended buying teams that are common in enterprise deals often lack consensus about a solution’s potential value and have members with very different purchase motivations.
Organizations attempting to undertake the construction of role-level value storylines are frequently overwhelmed by the assumption they must represent every functional role in a typical buying team.
Value storylines for solutions are most likely to feature logical and objective drivers as the basis for value to buyers, overlooking opportunities to capitalize on emotional and instinctual drivers.
Create appeal across the constituencies of the buying team by establishing “big picture” or organization/enterprise-level storylines that reflect
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