Engaging executives when your product is for individual contributors

Executives? They hold the purse strings. If they’re not on your side, your product won’t go anywhere. Simple as that.

But here’s the catch—they’re not interested in the nitty-gritty. They want to know how your product fits into the big picture. How does it move the company forward? How does it drive growth, save costs, or make life easier for the whole organization?

Ignoring them is a big mistake. Without their approval, your deal can hit a dead end because they make the calls. If you can’t get them to see the value, your product might as well be invisible. You need them on your team.

Understanding the executive mindset

Executives don't get lost in the details. They zoom in on ROI, efficiency, and big-picture strategies. What's on their mind? "What’s in it for me?" It's not just curiosity—it drives every choice they make.

Their goals are way different from those of daily users. Individual contributors might love feature-rich tools, but executives? They’re tallying potential gains. Will this streamline our processes, cut costs, or boost our bottom line?

Executives think big. They want visible, impactful results. They skip the small stuff, asking instead, "How does this move us forward?" It's all about the value it brings to the entire company.

Why is engaging executives such a challenge?

Why is it so tricky to engage executives when your product is designed for individual contributors? There’s a big gap between what executives care about and what contributors actually need.

First off, there’s misaligned messaging. We often rave about cool features when talking to users, but executives? They don’t bite on features—they want value. It’s like trying to deliver a technical report to someone who only cares about the conclusion. Not exactly effective, right?

Then there’s the need for dual dialogues. Imagine delivering two presentations: one focused on hands-on functionality for users, and another on strategic benefits for executives. Balancing both effectively requires precision and understanding of each audience's priorities.

Crafting an executive-focused narrative

When talking to executives, hit them with the impact first. How much time does it save? What’s the uptick in earnings? Any risks getting slashed? Start there. Think of it like presenting the conclusion of a business case upfront—concise and focused on results.

Next, show how your product isn't just another tool—it's a power-up for their team. It’s about empowering their people to deliver better outcomes. You’re not just selling a product; you’re positioning it as a catalyst for success.

Frame it as a strategic win. This isn’t about adding another widget to their toolbox; it’s about giving them a competitive edge. Make it clear that what you’re offering will help them achieve measurable outcomes that matter in the boardroom.

How to align individual contributor needs with executive goals

Start by translating user perks into business outcomes. Think of it like connecting the dots between day-to-day efficiencies and overall organizational impact.

Next, showcase how boosting your contributors pays off on the balance sheet. When your front-line team thrives, the whole company’s profits get a lift. It’s a direct line from team success to a healthier bottom line.

Lastly, roll out case studies that bridge the gap. These stories should connect user experiences with executive interests, demonstrating clear value for both.

What data speaks their language?

Start with the KPIs executives value most:

• ROI: Show how their investments are paying off.

• Time savings: Highlight how your product frees up valuable hours.

• Team efficiency: Illustrate the improved workflow and collaboration.

Use visuals to clarify and emphasize. Graphs, metrics, and projections bring the data to life, making it easy to grasp the long-term benefits. Keep it straightforward—executives don’t need the whole story, just the critical points.

The art of the executive pitch

Start with results, not features.

Executives want to see the finish line first. What are the wins? Lay those out like headlines in bold.

Keep it brief and impactful. Attention spans don’t stretch far. Make every word count.

Tailor your message. Focus on their specific pain points. Show how your solution directly addresses their challenges and delivers measurable outcomes.

Using champions to bridge the gap

Equip individual contributors. Show them how the product simplifies tasks and boosts the whole company. Translate everyday wins into strategic gains.

Prepare your advocates. Focus on ROI, efficiency, and strategic benefits. This messaging clicks with executives looking at the big picture.

Urge users to share successes. Highlight how these impact company goals. It helps executives see the value.

Look at Slack and Miro. They excel by syncing user needs with executive goals. Slack's tools attract both users and executives. Miro's freemium model and simple templates drive quick adoption and show clear value. Slack’s seamless team communication tools appeal to users, while its enterprise solutions showcase ROI and scalability to executives.

These tactics show how aligning user needs with executive priorities transforms users into key allies for executives.

Summing up

Talking to both executives and contributors is key. Balance is crucial. Aligning these levels drives long-term success.

Winning over the C-suite isn’t just a step—it’s a necessity. They make the big strategic decisions that determine your product's fate.

When you communicate value effectively to both executives and everyday users, you unlock potential, open doors, and set the stage for progress.

Get this right, and watch your product become a cornerstone of success.