2. Hunters and Unicorns – 202020 Mastery Mission – Keith Butler

Hunters and Unicorns – 202020 Mastery Mission – Keith Butler


Welcome to Hunters and Unicorns, 20/20/20 Mastery Mission. 


20 topics, 20 guests for 20 minutes. 


We’re here to unlock tribal wisdom from tech sales legends to help you get one step closer to mastery. 

Today we are joined by Keith Butler, Chief Revenue Officer at Sutter Hill Venture’s next rocket ship enterprise, Observe Inc.  

In episode 2, Keith shares his wisdom with us on the subject of Economic Buyers and why, despite the rise in product-led sales, it is still mission-critical to meet with the ultimate decision maker early on in your sales process. 

“Consider yourself a problem solver versus a flogger of technology. Your job is to help your customer and your champion win and solve problems. If you’re going to solve a problem effectively, you’ve got to get to the person that owns the problem. So, if you want to be efficient with your time, if you want to understand where you can win and where you’re going to lose, get to the economic buyer as fast as possible.” 

In recent years, there has been a radical shift in the way people use and buy software and there is no doubt that product-led growth is here to stay. However, when it comes to SaaS companies, Keith believes that ignoring more traditional acquisition tactics could lead to disaster. His experience has shown him that to differentiate and get deals over the line, the best sellers in the world are still the ones that connect real business pain to technology and focus on aligning with the Economic Buyer’s criteria through “hard dollar savings”. 

Helping you navigate this pivotal aspect of the sales cycle, Keith uncovers his “4 essential questions” to structure your Economic Buyer meeting around and reveals the strategies used by his sales teams to validate deals, improve efficiency, and increase close rates. 

Listen to our story session to discover more on how to apply Keith’s methodologies to real life scenarios and learn preparation tactics, research tips, and best practices to prepare for your next  Economic Buyer meeting. 



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