Most employees don't lie awake worrying about their company's revenue.

The remit of a security director likely doesn't include "increase revenue for the business."

These managers and directors are usually the most likely champion for a B2B sale... and yet we constantly market past them.

The reason is simple:
→ when a deal dies because the final decision-maker didn't believe the ROI story, we (mistakenly) believe the solution is to talk about revenue EARLIER in the journey.

But this is fundamentally backwards.

When executives don't believe the revenue story, it's not because you didn't put it in the H1 of your website hero.

The reason they didn't believe it is because your company lacks credibility and has little to no brand equity.

Because you aren't well-known, you are perceived as a risk to adopt.

And how do executives try to reduce the risk?

They demand that you produce a believable story around ROI and revenue generation.

But again, this is putting the cart before the horse.

The way to fix this problem is to generate more brand equity and credibility — and the way to do THAT is by winning over more and more champions.

You earn the right to the c-suite through mass love and adoration of the champion-level role.

And when you discount the champion by only speaking the language of the C-suite, you end up alienating the very people who will create the brand equity you need to close the sale.

The champion has been tasked to find a solution.
They are the ones who shop.
They are the ones you need to convince FIRST.
Their blessing is what gets the C-suite to join the conversation.