When Island sold its "Enterprise Browser" to CISOs, they loved the security benefits but had to bring in CIOs for the purchase. This forced cross-departmental validation and created a positive tension where teams argued over who should own the budget because the value was so clear to both.
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When lobbying for a new tool like telemetry, don't just ask for the tool. Frame its absence as a direct blocker to your core responsibilities. By stating, "I can't make decisions without this data," you tie the budget request to clear business outcomes and personal accountability.
Security products are naturally sold top-down. CISOs need central governance over a fragmented tool landscape, and the product's value is subjective and hard to measure (like insurance). This environment favors a high-touch, relationship-based sales motion, making pure bottom-up adoption difficult to monetize.
To encourage adoption of tech benefiting multiple business units, Oshkosh's CVC arm uses a central budget to fund initial proofs of concept. This removes the "who pays?" friction, as no single department has to bear the initial cost for a company-wide benefit, with the successful unit paying later.
Sales professionals frequently encounter their most significant conflicts within their own organizations. Achieving internal buy-in and navigating cross-departmental friction can be more demanding than persuading an external client, underscoring the necessity of strong internal persuasion and relationship-building skills.
StatusGator initially targeted developers but found success only after realizing IT directors were the true buyers. The mistake was focusing on users who loved the tool but lacked the authority and budget to purchase it for their company.
Multi-threading isn't just a seller's tactic; it empowers the buyer. An internal champion feels more confident and strengthened when they can approach their CFO with the backing of two or three peers who also see the value. This shared internal momentum makes it easier for them to secure budget and push the deal forward.
Effective multi-threading isn't just about engaging multiple customer stakeholders. It also means strategically deploying your own team members—like founders, product experts, or engineers—at key moments. This "team sport" approach builds buyer confidence and de-risks complex enterprise deals.
Creating products customers love is only half the battle. Product leaders must also demonstrate and clearly communicate the product's business impact. This ability to speak to financial outcomes is crucial for getting project approval and necessary budget.
Creating a new product category is slow. The fastest path to revenue is building a superior solution that replaces an existing, budgeted expense. By positioning against the cost of an in-house team or a legacy service, the purchase becomes a simple replacement decision, not a new investment.
