Adapt the Value Message to the Audience

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In our selling cycle, after we prepare our Value Proposition, we need to present it to the Stakeholders. This article focuses on the different center of interests by role or function, so which specific messages we need to we better convince them.

Each individual is unique and has specific interests influenced by the circumstances, political agenda, cultural preferences, so the following list should not be seen as “silos”.

Role	Centers of Interest
Chief Executive Officer	Relationship with the Investors Share price
Chief Financial Officer	Profit and Cash Cost savings Accurate and fast financial closing
Chief Operations Officer	Productivity Cost Optimization Regulation Competitiveness Risks mitigation
Chief Revenue Officer	Revenue growth Increase of market share Sales Productivity Implementation and standardization of best practices
Chief Marketing Officer	Positioning Strategy Lead generation
Chief Information Officer	ROI and efficiency On-time solution delivery Security Compliance Ease of support
Human Resources	Employee moral and retention Efficiency of the hiring process Change management Diversity Company culture and value Relationship with unions
Sales Operations	Revenue growth Accurate revenue forecast Timely commissions payment
End-User	Increased capacity Ease of use of the solution Accurate and timely reporting Change Management