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How do you tailor value narratives and business cases to different stakeholder personas?

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3 Answers
Stakeholder Management
  1. Katie Harkins
    Katie Harkins

    Glide VP of Sales • 7mo

    Each stakeholder has a different definition of value. Almost ever sales org I've ever joined I've printed out every single public customer story and flash carded it into my memory. You can use the library of public stories (by industry, title, use case, or geo) to tell a narrative to connect with customers and prospects to build trust, move up the ladder in the organization with action items and connect on a deeper emotional level. At the end of the day, the higher you move up the better it is t ...Read More

    400 Views
  2. Nick Feeney
    Nick Feeney

    Loom VP, Revenue • 7mo

    I would start by asking yourself: What KPI drives this person? Why is that important right now/what’s the critical event driving those KPIs? How do they measure the success of those KPIs? What happens if those outcomes are not realized?  Every discovery has to be tailored to the persona you’re engaging with. A CFO’s definition of pain looks very different from a Head of Engineering’s. The key is to stay genuinely curious, using open-ended clarifiers like what, why, when, where, and how to keep p ...Read More

    421 Views
  3. Michael Cirrito
    Michael Cirrito

    LinkedIn Director of Sales, Enterprise & Mid Market | North American Staffing Industry • 6mo

    When tailoring value narratives, start by clearly defining the stakeholder personas you typically engage. At the most basic level, this includes your Champion, Users, and Decision Makers. But any mature sales organization will have either a specific set of personas they've developed, or likely map to a formal sales methodology like MEDDIC or Sandler, where Economic Buyer, Technical Buyer, Blocker, Procurement, are common. The specific labels vary by company, but the underlying principle remains ...Read More

    920 Views

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