Take the time to develop clear, focused buyer personas. Do this with your team so that you all understand who your target is and are aligned in your sales effort – this is really the biggest benefit.
Understanding your buyer’s journey is critical to managing the sales cycle and folks’ expectation about the same. Get your CEO to think about his/her own buyer behavior – typically she would be cautious about taking on a new technology and betting her business on it. Likewise, your buyer will understandably display caution with something new – the product you are selling.