How The CFO's Second Question Wins Deals

Closing the Deal with Fexingo: Sales, Negotiation, and Revenue Conversations for Operators · Sep 22, 2026 · 11m · transcript

Most sales teams think they have won the room after answering the CFO’s first question about budget or ROI. In reality, the deal often hinges on a second, unspoken inquiry that rarely makes it into the briefing deck. This episode examines how operators at ServiceNow and Adobe handle the 'shadow objection'—the hidden concern about implementation risk or cultural fit that emerges only after the initial financial math checks out. We break down a specific case from a recent enterprise software negotiation where addressing this secondary anxiety saved a six-figure contract. By…