Stakeholder
VP Sales
Priorities
- Pipeline quality
- Forecast accuracy
- Sales cycle length
- Rep productivity
- Quota attainment
Fears
- Inaccurate pipeline that leads to missed forecasts
- CRM that reps don't use
- Leads that don't convert because marketing-sales handoff is broken
- Too much admin burden pulling reps out of selling time
KPIs
- Win rate
- Average deal size
- Sales cycle length
- Pipeline coverage ratio
- Forecast accuracy
- Rep quota attainment
Buying motivators
- Better pipeline visibility and forecast accuracy
- Showing how CRM improvements directly reduce their team's admin burden
- Marketing-sales alignment that actually gets them better leads
Common objections
- My reps already have too many tools
- We've tried changing the CRM before — they didn't adopt it
- How will this make their day easier, not harder?
Language to use
- Pipeline accuracy
- Forecast confidence
- Rep productivity
- Faster sales cycle
- Better qualified leads
Language to avoid
- Brand-level marketing terminology without revenue implication
- Generic CRM features without tying to rep workflow
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