Decision Maker Engagement Isn’t a Meeting. It’s a System.
Too many companies treat decision maker engagement like a box to check.
“Had the QBR.”
“Sent the deck.”
“Decision Maker didn’t show, but the CSM said it went well.”
This isn’t engagement. It’s performance theater.
Real engagement, the kind that drives renewals and unlocks expansion, requires consistent alignment on outcomes. And that means building a system, not relying on random acts of CSM heroism.
Enter the Decision Maker Value Alignment Framework
After 30+ years leading post-sales teams, I created this framework to help SaaS companies operationalize value alignment with executive buyers.
Here’s what it includes:
Define Value
Not fluff. Not vague aspirations.
I’m talking measurable, attributable outcomes the customer can link directly to your product.
Align During the Sale
Use your Value Framework to identify which outcomes matter most to the Decision Maker. That becomes your north star post-sale.
Name the Relationship Owner
Someone needs to own the connection with the Decision Maker—and it might not be your CSM. Choose based on who can drive the right kind of conversation and actually get time on the calendar.
Stay Aligned Over Time
This is where most teams fall apart. They send a QBR invite and hope for the best.
Instead:
Remind the Decision Maker what success looked like at the start.
Show progress toward those outcomes.
Ask if anything has changed.
And do it in whatever format the Decision actually responds to: email, text, video, carrier pigeon. Meet them where they are.
Build the Muscle, not the Moment
Decision Maker engagement isn’t about having a “great QBR.” It’s about having a repeatable system that keeps your value top of mind for the person who signs the renewal.
That system should live in your CRM and/or your CSP. It should have owners, triggers, and playbooks. It should survive turnover, on your side and theirs.Because if your system depends on “Emily the amazing CSM,” it’s not a system. It’s a liability.T
Your customer can’t fight for your renewal if they can’t articulate your value. And they won’t even try if you haven’t spoken to them since the deal closed.That’s why the Decision Maker Value Alignment Framework exists. To make executive engagement a habit, not a hope.
Click here for a copy of Decision Maker Value Alignment Framework whitepaper.
