In my experience CEO’s only care about three things:
- How can you help them increase their revenue?
- How can you help them reduce their costs?
- How can you help them expand their market share?

You can sell the features and you can sell the benefits; you can sell the advantages and you can sell the gain, that’s exactly what everyone else is doing. But if you can’t align your features, benefits, advantages or gain to increasing revenue, reducing costs, or expanding market share people will shut down.