“Should we sell to budget holders?” with Mark Wendling, WW SVP at Glean

The short answer: You need them, but consider that they may feel 1% of the organizational pain around your problem whereas users feel 50% of it. If you sell to budget holders, do not neglect the user. In the video below, Mark Wendling, Worldwide SVP of Sales at Glean, explains.There is one aspect of the enterprise sale that’s being totally neglected and that’s the user, says Mark. Companies get so stuck selling to the budget holder, they stall out. The budget holder has minutes to devote to your problem, and little empathy. Whereas the user lives and suffers the problem daily. They are far more motivated. Don’t forget the user, and don’t treat them as neutral numbers in a spreadsheet.

Watch: Mark on how revenue orgs neglect the user