You’re Undervaluing CXOs

You’re Undervaluing CXOs

In any industry, selling any product, any salesperson can benefit from a meeting with a C-level executive. These CXOs (CEOs, CTOs, CFOs, etc.) have the power to make or break your next opportunity. So why do so many salespeople undervalue them as prospects?

Instead of focusing on CXOs, many companies build their sales strategies around targeting managers, directors, and others without the power to make a final decision on enterprise purchases. Even procurement managers often don’t have a final say, but everyone listens to their CXO.

That doesn’t mean that you can’t ever talk to directors, but the best practice in email marketing and sales is to prioritize reaching out to C-level executives first and then going after others as a backup plan. Almost any sales strategy will benefit from this simple piece of advice: talk to executives.

Inbound Isn’t Outbound


I hear it all the time: our inbound leads are all managers and directors, why wouldn’t we reach out to them on outbound?

If you’re asking the same thing, don’t get me wrong–it’s fantastic you’re getting so many inbound leads. But the profile for an ideal outbound prospect isn’t the same as your most common inbound lead.

For example, sometimes administrative assistants take an initial look at products their bosses are interested in. They pass the information on to the CXO they’re working for, and wait for that person to make the buying decision. In this scenario, your inbound lead is the administrative assistant, but who do you want to get a meeting with?

Let your competitors make their appeals to the assistant. You can skip that step if you effectively email a CEO and set a meeting with them directly.

Use Prospect Tiering

Use Prospect Tiering

Prospect tiering is the simple practice of prioritizing your email or prospect list. If you’re selling software infrastructure, a CTO is a more valuable lead than an IT Operations Manager. The CTO can order the manager to start using a product, but the manager can’t order their CTO to buy what you’re selling.

Proper prospect tiering will also acknowledge that at different stages of your sales cycle, some people will have different roles. An introduction to the CXO is a great way to get started, but they’ll usually set up a demo between you and someone at a lower level. That’s perfectly fine–you’ve gotten in the door, now all you need to do is make your pitch.

CXOs Care

CXOs Care

The biggest misconception I’ve run into when talking about this is that C-level executives don’t care about this kind of thing, or don’t have time to check their emails. Sure, they’re busy people, but they care enough that they make time for emails that matter. All you need to do is make yours matter.

CXOs often have significant ownership shares in their company. They’re the most passionate and interested prospects I talk to. They want what you’re selling, they’ll make time for you if you pitch it right, and they have the power to sign your contract. You should do whatever it takes to figure out how to make email marketing work for you at the CXO level.

Are you ready to start selling to executives? Let me know what strategy works best for you.

Write a comment

Your email address will not be published. Required fields are marked *

5 Reasons for Sales Outsourcing in a Recession

With growing suspicions that a recession is around the corner, sales leaders are trying to identify the best ways to prepare ...

5 Reasons Pay-per-Lead Produces Poor Performance

It’s easy to fall into the trap: you think that pay-per-lead lead generation companies will give you exactly what you’re paying ...

5 Most Important Inbound Lead Management Tips

Inbound leads should be money in your pocket. To make sure that’s true, you need to remove any barriers between them ...

5 Things People Hate About Cold Emails

You’ve gotten spam emails that made you sigh a bit before you ignored or deleted them. That’s why so many people ...

3 Reasons to Outsource Cold Calling

With outbound sales rapidly changing across industries, more and more sales leaders are asking whether the old ways of cold calling ...

5 Tips to Stay Out of “Spam”

Everyone from small businesses to the largest companies in the world faces problems with their sales and marketing emails going to ...

Why Cold Calling Isn’t Dead

It’s become trendy to say that cold calling is dead. Maybe it’s a way that some salespeople like to show they’ve ...

Fake LinkedIn Profiles: Why They’re Bad and How to Spot Them

When LinkedIn deleted 15 million fake profiles in the first six months of 2021, they recognized a problem everyone’s aware of ...

Google Reviews

Nick Lassor
Nick Lassor
Salaria has been a game changer for us! We have tried various companies and internal processes to manage a rather difficult lead gen process and they have performed way better than we expected. They adapt to our feedback. They provide clear information. They are always looking for ways to improve. If you are on the fence, just pull the trigger. Salaria will do everything they say and more!
Jason Gonos
Jason Gonos
Great company and great people. I am super impressed with our director of account management LP and his team. I have been with them for about 4 months and just signed for a 6 month extension. I have been getting TOO MANY HIGH QUALITY LEADS to manage and am now forced to build out my sales team because of Salaria :) Highly recommended. The cost will pay for itseld quickly.
James Hoover
James Hoover
Salaria has been a huge boost to our lead generation efforts. They are able to create meetings with high level executives who are vetted properly. Great company to work with.
Nilesh Surana
Nilesh Surana
We started working with Salaria about 10 months ago and they have been able to generate about 60-70 meetings of which 4 deals have closed. I was a bit skeptical before deciding to work with them because I didn’t know if we could effectively outsource part of our sales development strategy. I’ve been pleasantly surprised by how well things have gone. We’ve also seen an improvement in conversion rates across the whole team because we started using a lot of the scripts and templates Salaria was using. I have to admit that they've been impressive with how helpful they’ve been from a strategy perspective. Highly recommend these guys!
Ken F
Ken F
Salaria did an amazing job helping us build up our pipeline right after we launched in the USA a year ago. They’ve absolutely surpassed our expectations and have consistently improved performance over time. We’ve been working with Elizabeth and she has been instrumental in helping us craft a strategy that improves conversion for all of our reps. It took us about a month or so to get ramped up but once we were up and running, I was surprised by how fast they delivered results. I believe they book their first meeting for us within a week of starting. We’ve had to change things up from time to time to keep us on track but Elizabeth and the Salaria team have been great all along the way.


Get Our Newsletter.