“I’m having a hard time building relationships at the executive sponsor level.”

That’s because you’re not providing enough value.

And you’re talking about your company too much.

Execs don’t really want/need to hear about your product roadmap, features, adoption, utilization metrics, etc...

Those are all inputs, and what they care about are outputs, a.k.a. Outcomes.

So try out some of these substitutions:

Instead of utilization metrics, take time to introduce them to an industry peer for a networking call.

Instead of your product roadmap, discuss industry trends that are shaping their strategy.

Instead of adoption, ask about *their* quarterly business objectives.

In short, talk less about your company and your product, and more about their industry, company and goals.

Then, once you understand them, and have built some rapport, share how your product is already supporting their goals.

Share how your roadmap aligns to the same industry trends they are seeing.

Share customer success stories that will resonate.

We’re not entitled to executive sponsor attention just because they are a customer.

We have to continue to work for it.

Treat customers like you're still working to earn their business, because in #saas you are.

View Original Discussion and LinkedIn