We recently hosted a procurement roundtable, where we explored how to target procurement leaders in a digital world and how to craft content that truly engages them. The discussions highlighted a recurring theme: in complex B2B sales, there’s often a quiet tension. Procurement is focused on ensuring efficiency, compliance, and measurable savings, while business leaders are looking at the bigger picture and are focused on growth, transformation, and long-term value.
Here are some key takeaways that came out of those discussions:
Why the Balance Matters
Think about the difference between the two types of purchases. On one end, you’ve got commodity buys—like laptops with fixed specs. Procurement can run with those, because the process is straightforward: specs, costs, compliance, done.
But on the other end, there are strategic investments. Imagine a platform capable of processing terabytes of data every single day. Suddenly, the centre of gravity shifts. Data scientists, architects, and engineers become key voices. Business leaders want to understand what this means for capability, scalability, and ROI. Procurement still plays a vital role, but the decision goes well beyond its remit.
If your content only addresses procurement here, it will fall flat. If it only addresses business leaders, you risk alienating procurement and losing credibility. The sweet spot lies in speaking to both at the same time.
Shaping Messages That Connect
This is where sellers need to get more creative. Procurement teams often measure in terms of “actual savings” (hard cost reductions) and “opportunity savings” (strategic investments that prevent future costs). Business leaders, however, are thinking about impact: what does this enable us to do tomorrow that we couldn’t do today?
The most effective sales content translates between the two. £60,000 in annual savings sounds impressive to procurement. But to a business leader at a school, that becomes three additional teachers in the classroom. In healthcare, it might mean more patient care hours. In manufacturing, it might mean funding the next phase of product innovation. The numbers don’t change, but the story behind them does.
Parallel, Not Sequential
Another common pitfall in B2B sales is treating stakeholder engagement as a step-by-step process. Engage procurement first, then loop in business leaders later. The problem? By the time the business side gets involved, the conversation often resets.
Content that balances procurement priorities with business outcomes helps solve this. It enables parallel engagement, bringing everyone into the discussion from the start. Procurement sees efficiency and compliance reflected in the message. Business leaders see strategic value and risk reduction. Both feel heard, and the sales cycle moves faster.
Finding the Common Ground
At its heart, this is about respect and connection. Procurement teams don’t want to feel sidelined when sellers target business leaders directly. And business leaders don’t want to see investment framed purely as a line-item saving. A balanced content strategy avoids creating organisational tension by acknowledging both perspectives and showing how they work together.
In today’s complex B2B environment, the deals that close aren’t just the ones with the best numbers. They’re the ones where sellers manage to tell a story that procurement and business leaders can both buy into. A story that respects procurement’s expertise but also connects the dots to outcomes that matter most to the business.
That’s how you move from stalled cycles to strategic partnerships, by building content that doesn’t just speak to savings, but to shared success. If you need support creating content that resonates and engages with Procurement teams and Business leaders, book a call with our team to learn how we can support you.
