1) writing for the c-suite
2) writing for the end user
When we advocate that startups should NOT write for the c-suite on their homepage, we always get asked this question:
"So should I write for the end user? They don't have any buying power!"
...and completely forget there are at least SIX degrees of separation between those two levels.
The trick to finding your buying champion is to focus on someone close enough to understand the PROBLEM that they'll want to be involved in uncovering and purchasing a PRODUCT to solve it.
The CFO will be so far removed from the problem that they'll have no urgency to get the purchase over the finish line.
A lower-level employee will see the problem day in and day out—and will be highly motivated to get it solved.
BUT! They likely won't have level of credibility in the org to set up meetings with other executive stakeholders (i.e. "we NEED to get this solution.")
For example, if you're selling sales tools that will primarily help SDRs in their day-to-day job...
...it's unlikely the 18-year-old just hired out of high school will have the sway to introduce you to the CFO to get that final signature of approval.
If you're selling mid-priced B2B software, your most likely champion is somewhere in the middle — think managers and directors.
And this is backed by data:
Wynter recently ran a qualitative survey of 300 CTOs, CFOs, and CMOs in B2B SaaS companies making at least $50m ARR to determine how they buy software.
They found that only 13% of executives actually champion
the entire buying process start to finish.
The vast majority of the process is delegated
to a team, and more specifically to one champion (and the person is a director or manager level),
Some obvious exceptions:
→ there are truly some products that are meant to be used by the c-suite
(Clari comes to mind).
A big part of their value prop, according to Devin Reed, was that they would be actively used in the boardroom.
Additionally, if you're using a PLG strategy, the end user really IS your champion (you want to speak directly to them, as they'll be adopting the product via freemium or a free trial).
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