Should you center your startup’s product messaging on the business impact?

↳ So that CEOs & CFOs get onboard…

👎 Only if you want to waste your time.

SaaS marketers forget how little these decision-makers care about your product…

⏰ And how little time they have to evaluate your ROI message.

Consider this stat from Talisman

🤯 The average business has 99 SaaS apps.

↳ I've seen some studies as high as 300.

If we assume it takes a CEO or CFO 45 minutes for them to read your product page, comb through a few case studies, and review your proposal...

🔴 They'd spend 75 hours (2 weeks) doing this analysis.

↳ These decision makers don't have time for this.

So how do CEOs and CFOs handle this time gap?

🔥 They rely on the argument of the internal champion.

↳ NOT the argument of the Sales & Marketing.

They ask:

✅ Is the champion credible internally?

✅ Is their ROI message compelling?

✅ Do other internal stakeholders agree with the champion?

So how should SaaS marketers approach ROI messaging?

🏆 Focus your product messaging on the champion

And when the time comes...

💪 Arm them with an ROI message to win over their CEO & CFO.

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P.S. If you happen to be a CEO or CFO and have this SaaS overload problem, you might want to check out Talisman.

(They're doing some cool stuff to manage software spend)