Sales Messaging for Every Stakeholder

Your core pitch is the start. Cobl adapts it to each person in the deal: what they care about, the argument and proof that fit, and what to ask them for.

Sales messaging

The right argument, proof and ask for each person in the deal.

true

Offer deck (opt.); Case studies (opt.)

Which deal and stakeholders is the messaging for?

Trusted by 1700+ teams to close deals faster.

One pitch for a CFO, a CIO and a user

The same deck for everyone

The CFO wants payback, IT wants low risk, users want less work. They all get the same slides.

Not in their language

Finance, IT, operations. Each has its own words and metrics, and yours are not theirs.

No clear ask

The meeting ends on a good talk and no request. The person leaves without a role in the deal.

Your core message, adapted to each person

Cobl starts from your messaging and your proof. It reads what each person said in calls and emails, and their role in the deal. Then it writes the argument, the proof, the likely objection and the ask for each one.

What each person cares about

Goals, criteria and past objections, taken from what they said, with the email or call.

The argument that fits

The benefit, proof and words that match the role: payback for finance, risk for IT.

One clear ask each

A meeting, an intro, a data point or a sign-off. One request per person to move the deal.

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What does each stakeholder care about in the Helix deal?

Covered by

Get each person's goals, criteria and concerns, with the source.

Adapt our pitch for Helix's CFO and IT director.

Covered by

Receive one message per role, with the proof that fits each.

What objection will Marta in procurement raise?

Covered by

See the likely objection, why she would raise it and how to answer.

Write a short email to their COO with one clear ask.

Covered by

Get a draft email built on what the COO cares about, ready to edit.

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Each person hears why it matters to them

Deals move when each person in the committee sees their own gain. A message per role gives your champion less to translate and fewer people a reason to say no.

<!doctype html><html><head><meta charset="utf-8"><link href="https://fonts.googleapis.com/css2?family=Inter:wght@400;500;600;700&display=swap" rel="stylesheet"><style>html,body{margin:0;height:100%;overflow:hidden;background:transparent;font-family:Inter,system-ui,sans-serif;-webkit-font-smoothing:antialiased;color:#181818}.c{position:absolute;inset:0;display:flex;align-items:center;justify-content:center}.serif{font-family:'STK Bureau Serif Variable Complete',Georgia,'Times New Roman',serif}.mono{font-family:ui-monospace,'SF Mono',Menlo,monospace}.pf{width:280px;box-sizing:border-box;background:#fff;border-radius:14px;padding:15px 18px 16px;box-shadow:0 6px 20px -6px rgba(23,23,23,.10)}.hd{display:flex;align-items:center;gap:10px}.av{width:28px;height:28px;border-radius:99px;display:flex;align-items:center;justify-content:center;font-size:11px;font-weight:600;background:#ffe9d9;color:#c2410c;flex:none}.nm{font-size:14px;font-weight:500}.nm span{color:#767473;font-weight:400}.g{font-size:18px;line-height:1.25;margin-top:12px}.g .h{background:linear-gradient(#9eff78,#9eff78) 0 0/100% 100% no-repeat;padding:0 3px;animation:hl 5s ease-in-out infinite}@keyframes hl{0%,18%{background-size:0% 100%}40%,92%{background-size:100% 100%}100%{background-size:0% 100%}}@media (prefers-reduced-motion:reduce){*,*:after{animation:none!important}}</style></head><body><div class="c"><div class="pf"><div class="hd"><span class="av">TR</span><span class="nm">Tom R. <span>CFO · goal for 2027</span></span></div><div class="g serif"><span class="h">Cut handling costs by 15%</span></div></div></div></body></html>

Know their goals

The goals and criteria of each person in the committee, from what they said.

<!doctype html><html><head><meta charset="utf-8"><link href="https://fonts.googleapis.com/css2?family=Inter:wght@400;500;600;700&display=swap" rel="stylesheet"><style>html,body{margin:0;height:100%;overflow:hidden;background:transparent;font-family:Inter,system-ui,sans-serif;-webkit-font-smoothing:antialiased;color:#181818}.c{position:absolute;inset:0;display:flex;align-items:center;justify-content:center}.serif{font-family:'STK Bureau Serif Variable Complete',Georgia,'Times New Roman',serif}.mono{font-family:ui-monospace,'SF Mono',Menlo,monospace}.sl{position:relative;width:270px;height:152px;box-sizing:border-box;background:#fff;border-radius:6px;padding:18px 20px 16px 30px;box-shadow:0 6px 20px -6px rgba(23,23,23,.10);overflow:hidden}.sl:before{content:"";position:absolute;left:0;top:0;bottom:0;width:10px;background:#0f4c5c}.k{font-size:8.5px;letter-spacing:.12em;text-transform:uppercase;color:#0f4c5c;font-weight:600}.t{font-size:16px;margin-top:6px}.n{font-size:40px;line-height:1;margin-top:12px;color:#0f4c5c}.f{position:absolute;right:16px;bottom:12px;font-size:8.5px;color:#a6a4a2}.cnt{--n:18;counter-reset:n var(--n);animation:c18 5s ease-out infinite;font-variant-numeric:tabular-nums}.cnt:after{content:counter(n)}@keyframes c18{0%,15%{--n:0}55%,100%{--n:18}}@property --n{syntax:'<integer>';inherits:false;initial-value:0}@media (prefers-reduced-motion:reduce){*,*:after{animation:none!important}}</style></head><body><div class="c"><div class="sl"><div class="k">For Tom R. · CFO</div><div class="t serif">Cost per pallet, year 1</div><div class="n serif">−<span class="cnt"></span>%</div><span class="f">3 / 8</span></div></div></body></html>

Adapt the argument

The right benefit, proof and tone for each role, from the same core message.

<!doctype html><html><head><meta charset="utf-8"><link href="https://fonts.googleapis.com/css2?family=Inter:wght@400;500;600;700&display=swap" rel="stylesheet"><style>html,body{margin:0;height:100%;overflow:hidden;background:transparent;font-family:Inter,system-ui,sans-serif;-webkit-font-smoothing:antialiased;color:#181818}.c{position:absolute;inset:0;display:flex;align-items:center;justify-content:center}.serif{font-family:'STK Bureau Serif Variable Complete',Georgia,'Times New Roman',serif}.mono{font-family:ui-monospace,'SF Mono',Menlo,monospace}.a{width:300px;box-sizing:border-box;background:#fff;border-radius:14px;padding:16px 20px;font-size:16px;line-height:1.5;box-shadow:0 6px 20px -6px rgba(23,23,23,.10)}.a .h{padding:0 2px;margin-left:-2px;white-space:nowrap;background:linear-gradient(#9eff78,#9eff78) 0 0/100% 100% no-repeat;animation:hl 5s ease-in-out infinite}@keyframes hl{0%,18%{background-size:0% 100%}40%,92%{background-size:100% 100%}100%{background-size:0% 100%}}@media (prefers-reduced-motion:reduce){*,*:after{animation:none!important}}</style></head><body><div class="c"><div class="a serif">Ask Tom R. to<br><span class="h">approve the €180k budget</span>.</div></div></body></html>

Ask for the right thing

One clear request per stakeholder, to move the decision forward.

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Questions about this use case

What is sales messaging?

Sales messaging is what your team says about the problem you solve, the value you bring and the proof behind it. It is the base for pitches, emails, call scripts and decks. Good messaging is written for a specific audience, not for everyone. In a B2B deal, that means adapting it to each person who has a say.

What is a sales messaging framework?

A sales messaging framework is a reference document that keeps the team consistent. It usually holds the core message, the value for each persona, the proof points, the main objections and their answers. Teams use it as the source for emails, decks and talk tracks.

How do you adapt your message for a CFO vs a CIO?

A CFO looks at cost, payback and financial risk, so lead with numbers and the business case. A CIO looks at security, integration and the load on their team, so lead with fit and risk control. The core message stays the same. The argument, the proof and the ask change. Cobl prepares this per person from what they said in your calls and emails.

What is the difference between a value proposition and sales messaging?

The value proposition is the promise: what changes for the buyer and why it matters. Sales messaging is how you say it to a given person: the words, the argument, the proof and the request. One value proposition can lead to several messages, one per role in the buying committee.

Sales Messaging for Every Stakeholder

One pitch for a CFO, a CIO and a user

The same deck for everyone

Not in their language

No clear ask

Your core message, adapted to each person

What each person cares about

The argument that fits

One clear ask each

Try it with Cobl

Each person hears why it matters to them

Know their goals

Adapt the argument

Ask for the right thing

Questions about this use case

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