The quickest way to blend in and flatten your product's meaningful differentiation is to lead with driving revenue.

There's a perfectly understandable reason why companies do this.

In this current tech downturn, CFOs are tightening their company's belts.

In response, there's been a widespread push to demonstrate how your platform will actually drive revenue.

Seems great right?

Wrong!

Here's five reasons this is a bad move...

1. It's not impressive (or believable) since everyone is saying it
2. It pits you against competitors outside your product category
3. It flattens your product's actual selling points and differentiation
4. It's not customer-centric
5. It alienates the vast majority of your website visitors

(since your GTM & demand gen efforts likely aren't targeting CFOs)

Am I suggesting you shouldn’t tell the revenue story?

• Absolutely not!

Share the revenue story in the sales call