Should You Engage Non-Budget Holders When Selling Enterprise SaaS with Time-Savings ROI?

Jason Lemkin addresses whether sales teams should engage with mid-level stakeholders who lack P&L ownership when selling enterprise SaaS products focused on time savings. While ideal sales strategy targets budget holders at VP level or above, Lemkin argues that multiple stakeholders play crucial roles in decision-making, and deals often close successfully starting with lower organizational levels. Success depends on understanding that decision-making involves various levels and that operational stakeholders impacted by process changes are often as important as budget owners.