Business executives are focused on the overall business and decisions that will advance big-picture objectives. That means you want to avoid talking about details like login forms and profile management. Instead, start with an understanding of what their goals are, then convey how customer identity aligns to them. Focus your message on how identity helps you deliver better customer experiences that ultimately drive revenue. Highlight that identity can help you significantly reduce abandonment, acquire customers, and increase engagement. Remember, these are the people who have access to large budgets, so making a case for how customer identity can advance your organization’s strategic objectives can move the needle in a big way for your organization.

IT leaders may be tuned into customer experience and revenue to some degree, but they’re also burdened by taking on more responsibility and with fewer resources. They’re concerned about how a solution is architected and how well it can adapt to meet changing requirements. You’ll want to address how it can reduce costs, improve business agility and ensure security.

These IT or identity experts are the ones who have to get their hands dirty implementing whichever solution is chosen. As a result, they’ll be concerned with the capabilities of the solution and whether it’s going to be able to meet their needs and address the specific use cases within their enterprise.

What keeps security teams up at night is worrying about resources being secure and risks being managed effectively. A breach is their worst nightmare. Their mission is to ask the tough questions to reveal the vulnerabilities.

App teams have one goal above all others: Launch apps on time. Often, app developers aren’t identity or security experts, so these processes can slow them down. Identity can help app teams by taking the complexities of identity and security off their plates and ensuring that they can focus on the app’s features and meeting critical app launch deadlines.