The CFO is always in the buying committee. She might not attend your meetings and demos. You might never see her in email threads. But she's there. Whether she's an advocate or roadblock for your deal is up to you. Empower your buyers with context, data and talking points that speak to the CFO's needs, fears and objectives. Don't wait until the end of the process, do it early. It'll make the buying and selling job easier.
Don't forget her besties Procurement and Security. Working with your champion on your co-developed business plan has to have specific tracks for all these people and their needs.
I always try to consider this and some folks don’t quite understand why. Great articulation. I wonder if there is a good rubric or checklist of faq that might be relevant in most cases to help PMMs create those talking points or content tor whatever it needs to be. Do you have a checklist that you use? I feel like I start from scratch too often.
100% agree and would add this needs to be easily found on your website as the CFO is sure to cast a glance at who/where the money is going.
Yes
This is 100% true. You must also tie your product solution to the strategic priorities of the company - those are the problems that the CFO cares about solving. You must be a must-have vs a nice-to-have - true for acquisition, renewal, and expansion efforts.
Good reminder for marketing and sales folks, Matt Heinz. In the sales enablement materials I develop, we include an average of five personas, what they care about, and a personalized pitch for each. One size does not fit all!
Yep
GREAT advice + I appreciate the microfeminism in this post ??
Yes! There is always an Economic Buyer; it may not always be the CFO (depends on the size/risk of the deal) but SOMEONE has to consider the payback period and ROI.
100% accurate. I believe companies should have an "always on" nuture campaign to CFOs and the head of procurement for any prospect and active opp in pipe. This way both roles are familiar with the company and recognize the name and value of the product when the contract comes across their desk.