Priority + Use Case = Execution
The Formula for Sales That Actually Moves
Most sales conversations die not because the product isn’t good,
but because the buyer isn’t clear on why to act now or how to act successfully.
Sales teams obsess over storytelling, demo polish, objection handling, and follow-up frameworks, but without urgency and clarity, none of it lands.
The most reliable formula for execution in modern B2B sales is simple:
Priority + Use Case = Execution
It’s not enough to show that your product can help.
You must tie it directly to something the buyer must solve and show exactly how.
Let’s unpack this equation and how it drives real movement in pipeline.
Step 1: Identify the Buyer’s Priority
Every strong deal starts with a pressure point.
A target they’re not hitting
A risk they’re trying to mitigate
A transformation they’re under pressure to deliver
A deadline they can’t miss
This is what you’re looking for in discovery not “what tools do you use” but “what outcome are you on the hook for this quarter?”
When buyers articulate clear priorities, they reveal urgency. That urgency becomes your foundation. Without it, you’re pushing uphill.
Examples:
“We need to get our onboarding time under 7 days this quarter”
“Our board wants us to show pipeline predictability ahead of the next raise”
“We’re trying to reduce manual ops work so we can avoid hiring another headcount”
These aren’t surface-level pain points. They’re business priorities. When you have one, you have a reason for your deal to exist.
Step 2: Match a Targeted Use Case
Now that you know the priority, the job becomes:
Match it with the most relevant use case in your arsenal.
This means:
Framing the product not in terms of capabilities, but in terms of execution
Showing how someone like the buyer has already used your product to solve this exact problem
Mapping a clear before → after transformation
This is how you connect product to outcome—without making the buyer do the translation work.
For example:
Priority: “Our CSAT is down due to slow support triage.”
Use Case: “Auto-tagging inbound tickets using LLM classification so agents can route in real time.”
Execution: “We helped [Company X] reduce triage-to-resolution time by 42% in 60 days.”
That’s the value of use case selling. It doesn’t just pitch. It maps a path forward.
Step 3: Execution Follows Automatically
When you’ve got a high-priority problem and a well-matched use case, the path to execution becomes obvious for both seller and buyer.
You know what success looks like.
You know who needs to be involved.
You know how to scope, price, and deliver it.
This turns your deal into a plan instead of a possibility.
Suddenly:
The sales cycle shortens
The buyer feels confident in the path
Implementation becomes easier to align
Expansion feels more natural later
The best part? You’re not selling anymore. You’re solving.
Use Case ≠ Generic Outcome
It’s worth noting "use case" doesn’t mean “we improve efficiency.”
It means a specific job to be done, executed using your product in a repeatable way. Something like:
“Automate weekly forecast rollups across sales segments”
“Flag churn risk using LLM insights in support data”
“Detect pipeline gaps by comparing rep-generated and AI-generated forecasts”
These are executable. They are understandable. Most importantly, they’re believable.
Buyers don’t want potential, they want paths.
How to Operationalize This Formula
Enable sellers to uncover priority early.
Give reps examples of the most common business-critical initiatives by role and industry.Build a use case library.
Document 5–10 high-impact use cases, with context, example outcomes, and benchmarks.Connect your pricing to use case value.
Price and scope packages in terms of what the buyer can do, not just what they can access.Make CS part of the pre-sale value story.
Let your implementation team validate what’s possible and anchor the timeline to the priority.
Final Thought: Urgency Without Clarity = Drift
It’s not enough to know what the buyer wants.
And it’s not enough to know what your product can do.
Execution happens when those two things meet in the middle with clear next steps, measurable value, and shared conviction.
Priority + Use Case = Execution
It’s not just a formula.
It’s your new sales motion.
Stay Caffeinated & Keep Closing
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P.S. Got a burning sales question or a negotiation nightmare keeping you up at night? Submit it HERE and we’ll tackle it in a future edition.