Conversations with a customer's CIO and those who influence him are a very different matter from talking to the customer's technical staff. Understanding the difference between technical sales with a technical focus and technical sales with a business focus is a critical skill. In this session, Thomas Cameron will discuss what he's learned in over a decade of SA work at Red Hat, with the last 4 years targeting CIOs and their advisors. He'll talk about what works, what to avoid, and when it makes sense to go for the CIO meeting vs. talking to the CIO's advisors. He'll also talk about how SAs can create an online presence so that CIOs and their advisors will want to talk to the SA.