Are there HIDDEN RULES that dictate the success of selling to executives?
Are you finding that ROI is rising or falling in importance as a decision criterion for buy-side executives? In a recent investor meeting, a SVP Worldwide Sales of a major enterprise technology company said that the “ROI conversation with customers has dropped significantly in terms of importance” this year with the rise in “consumerization” and the excitement around the iPad being deployed in a corporate enterprise environment. I don’t believe the importance of ROI as a buying catalyst has diminished at all, but I’m interested in your perspective and experience.
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