You have to line up the right kind of insights to match the value proposition for each individual stakeholder.

Over the years, the hierarchical approach has run into some specific issues:-

• First, many (SaaS) decisions are no longer made by a single person on top of a hierarchy. They are made by a group. The person on top of the hierarchy is responsible for following the process, NOT making the decision.
• Second, senior executives when they do read/listen to your outreach, they “kick it down.” If the next person has never heard of you, they can dismiss your efforts with a simple “never heard of them, will take a look…”
• And last but not least, it pins one of the lesser qualified people on your team against the most qualified person on their team.