Incumbent/ Status Quo
“What we have works fine.”
“Totally fair. What do you feel like your current platform does particularly well for you today?”
“Just send me something.”
“Happy to. So I don't send you something completely generic, what would actually be most relevant to you?”
“We don't have budget for anything new right now.”
“Totally understand. How are you thinking about priorities for the marketing team going into next year?”
“We’re happy with Salesforce.”
“Totally fair. How are you using Salesforce across your lifecycle marketing program today?”
“Migrating would be a massive lift.”
“I can imagine. What part of a migration would concern you most?”
“We just renewed for another 2 years.”
“Makes sense, so I'm definitely not suggesting you revisit that decision right now. What ultimately drove you to renew?”
“This isn’t a priority right now.”
“Totally fair. Is that because you're focused on other initiatives right now, or because this isn't an area you're looking to change?”
“Our budget is already locked for the year.”
“Makes sense. When does the team typically start planning for next year's investments?”
“We’re already using Braze.”
“Makes sense. What does your team primarily rely on Braze for today?”
“Our team just doesn't have the bandwidth to take on something like this.”
“Makes sense. What’s taking most of the team’s focus right now?”
“We’ve been with our current provider for years.”
“I can understand that. What’s kept you with them for so long?”
“Circle back next year.”
“Happy to. Just so I have some context when I do, what changes next year that would make this more relevant?”
“We're being asked to cut MarTech spend, not add to it.”
“I'm hearing that from a lot of teams. Where are you being asked to find efficiencies today?”
“We evaluated Klaviyo before and went another direction.”
“Got it. What mattered most to the team when you went through that evaluation?”
“We have so much built in our current platform. Starting over would be painful.”
“I can imagine. What have you built that would be the hardest to recreate or move?”
“Our team knows our current platform. Why change?”
“That's a fair point, especially with the investment you've already made in it. If you ever were going to consider a change, what would have to be meaningfully better to justify the disruption?”
“I’m not the right person for this.”
“Got it. Who typically owns decisions around your customer engagement and marketing technology?”
“Any incremental budget is going toward acquisition right now.”
“Got it. How are you thinking about the balance between acquisition and getting more from the customers you've already acquired?”
“Klaviyo isn't built for a company of our size.”
“When you think about operating at your scale, what are the biggest requirements you need a platform to support?”
“We have too many brands/regions/business units for a change like this to be simple.”
“Absolutely. How is that structured across the business today?”
“There’s nothing materially broken with our current setup.”
“You may not need to change anything. Out of curiosity, if you could improve one part of how you're operating today, what would it be?”
“Honestly, this just isn't on our roadmap.”
“Understood. What is getting the attention from your team right now?”
“We're actually trying to consolidate our MarTech stack.”
“Makes sense. What are you hoping to simplify or consolidate?”
“We're pretty embedded in Adobe/Salesforce across the business.”
“Makes sense. How does that ecosystem support what your lifecycle team is trying to do day to day?”
“Even if there were benefits, I don't know that they'd outweigh the disruption of changing.”
“That's fair. What would have to meaningfully improve for a change to ever feel worth that disruption?”