This is the “brass tacks” deck for the budget holder who actually makes the purchase. Your goal here is to give this person confidence in the ROI of your solution by de-risking the decision to accelerate the purchase.

A solid resource here is Peter Kazanjy’s Founding Sales work outlined in First Round Review. To share the highlights, here are the core elements of this type of sales narrative:

[...] In this logical sell, you need to nail your ROI argument. Whereas the CXO deck is propped up on a “Big Change” in environment or culture, this narrative is founded on cost of the problem today:

[Link below for full article]

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