It depends on the size of the company and with whom you are meeting. In general, if you are speaking with a:

C-level executive, tell a high-level strategic story like the now-famous Zuora deck and use Andy Raskin’s framework as your guide.

Budget Holder (VP/Director level), make your case with the pragmatic framework laid out by Pete Kazanjy in Founding Sales.

Practitioners (or a technical buyer), rely on defining your category and executing a well-framed demo.

You can flex this depending on the size of your prospect, as well:

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