At what part do you loop in c-suite and execs into the sales process, and how do you ensure you’re effectively leveraging them?

Good question, timing is crucial to respect execs short span of attention.

You and your champion should feel comfortable answering following questions before approaching execs:

Why do anything? Why do it now?

Identify relevant pain linked to strategic initiative

Describe outcome if they do nothing 

Discover impact that your solution has backed by solid value assessment challenged with your champion (champion should feel comfortable enough to present the value to the execs themself)

Create compelling story why limited budget and resources should be allocated to your solution specifically

Try to find out specific agenda of exec and how to help them achieving it

Why buy from you?

Show references that resonate (same industry, same use case)

Demonstrate superiority to the competition

Goal of exec aligment

Get management attention and approval that your solution adds value

Get buy-in

Budget approval

Identification and elimination of potential road-blockers