In this episode of The Emblazers: B2B Leaders Igniting Revenue, Tim Riesterer and his expert guests, Rohail Khan, Sheila Ryan, and Preston Polk, go into the evolving dynamics of executive engagement and the critical role of risk, impact, and outcomes in securing C-suite attention. This conversation from the Emblaze Revenue Summit 2025 unravels the shift in how B2B sales teams must approach executives, moving beyond traditional pitches and focusing on what truly matters to the decision-makers: the challenges and opportunities impacting their businesses.

Rohail, Sheila, and Preston discuss the nuances of understanding an executive’s priorities, the importance of offering tailored, impactful solutions, and how to differentiate yourself in a crowded market. They emphasize that it’s no longer just about selling a product but about addressing the risks and outcomes that executives care about most. Moreover, the conversation also highlights the need for a strategic, insightful approach that aligns with the business goals of those in the C-suite.

Tune in to learn:

How understanding executive priorities can shape your sales strategy
Why focusing on risk, impact, and outcomes is critical in engaging C-suite leaders
How to avoid common sales pitfalls and stand out in the executive decision-making process

Episode highlights:

(00:00) Introduction

(00:18) Why targeting “executive altitude” is crucial for accessing decision-makers

(02:43) What fear of engaging with executives costs and how to overcome it

(03:47) Why understanding executives’ insecurities can help you sell smarter

(04:42) What heightened scrutiny means for your pitch and how to address it

(05:09) How framing your solution as a risk mitigator grabs C-suite attention

(06:01) Why executives prioritize risk and how to reduce it

(08:46) How real-world examples of risk impact decision-making at the top

(10:08) What a SaaS provider's experience teaches about pitching under pressure

(13:28) Why a strong business case is key to executive buy-in

(17:25) How building relationships with internal advocates opens C-suite doors

(23:54) Why addressing unspoken risks can set your pitch apart from the competition

Links and Resources:

Connect with Abby Kerr: https://www.linkedin.com/in/abbycathkerr/
Connect with Tim Riesterer: https://www.linkedin.com/in/tim-riesterer/
Connect with Rohail Khan: https://www.linkedin.com/in/rohail-khan-a782894/
Connect with Sheila Ryan: https://www.linkedin.com/in/sheilawelsh/
Connect with Preston Polk: https://www.linkedin.com/in/prestonpolk/

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Learn about Tim Riesterer

As Chief Strategy Officer at Corporate Visions and Chief Research Officer at Emblaze revenue leaders’ community, Tim Riesterer is a pioneering force in developing customer conversations that break through the status quo and drive measurable business results. His innovative approach helps companies craft differentiated messages and deploy them through powerful self-service and sales-directed tools that consistently outperform traditional content strategies. A recognized expert in value creation and capture, Tim enables organizations to transform their customer conversations through proven methodologies that elevate their market position and drive sustainable growth.

Learn about Abby Kerr

As Director of Content & Community at Emblaze, Abby Kerr designs content experiences that spark conversations and strengthen the connective tissue between B2B revenue leaders. With a background spanning brand voice strategy, enterprise B2B content, and education, she brings a sharp eye for nuance and a deep understanding of how people learn and grow. A champion of insight-driven storytelling and peer-to-peer learning, Abby helps make Emblaze a place where leaders don’t just consume content—they contribute to it. She’s also a warm, un-shy introvert who reads fiction, asks big questions, and drinks her coffee black.

Learn about Rohail Khan

As President of Digital Services and Solutions at the Institute of Robotic Process Automation and Artificial Intelligence, and a Facilitating Consultant at Corporate Visions, Rohail Khan is an expert in executive engagement and sales strategy. With over 25 years of leadership experience, including generating $500 million in revenue, Rohail helps organizations craft messaging that aligns with C-suite priorities—risk, impact, and outcomes. His insights teach sales teams how to earn executive attention, navigate complex buying environments, and drive strategic decisions that lead to sustainable success.

Learn about Sheila Ryan

As an Executive Consultant at Corporate Visions, Sheila Ryan brings expertise in commercial messaging and customer engagement strategies that help teams expand relationships and deepen value. Drawing from Corporate Visions’ research, Sheila teaches sellers and customer success leaders how to position expansion and renewal opportunities as low-risk decisions aligned with customer priorities. Her work emphasizes strategic conversations that move beyond transactional tactics toward partnership growth that resonates with today’s buyers.

Learn about Preston Polk

As Managing Partner at Glyph Consulting and Senior Business Partner at Swanlaab USA Ventures, Preston Polk is a recognized leader in executive engagement and strategic decision-making. With extensive experience, including his role as Business Unit CEO at Wells Fargo, Preston helps organizations craft conversations that resonate with C-suite executives. His approach focuses on addressing what matters most to decision-makers—risk, impact, and outcomes—helping sales teams build value-driven relationships and secure executive access to drive business growth.