The video angle
Four videos total — one per function. [First Name] is the only variable in each, swapped by Sendspark. Record each separately; the rest is evergreen. CFO script: "[First Name], every dollar you approve gets evaluated on one thing: does it drive returns? Here's what that looks like for finance teams that work with us — [your strongest, most universal ROI talking point]." CTO/IT script: "[First Name], I know you're the one who has to make sure whatever we do actually holds up. The questions I hear most from technical teams are [most common technical concerns you get] — let me address those directly." CMO script: "[First Name], pipeline is the metric that everything in marketing gets measured against. The most common thing marketing leaders tell me before they start is [most common CMO pain] — here's what changes." CEO/GM script: "[First Name], growth comes down to a few decisions made at the right time. I think this is one of them. Two minutes — scan the code."
Automation & CRM triggers
- CRM Trigger: deal_stage IN ('Discovery Complete', 'Proposal Sent') AND account has 2+ contacts with different functions AND AE manually approves the multi-thread
- Separate sends fire simultaneously to each stakeholder — same day, different boxes, different note cards
- Pre-send: rep notifies the champion directly before boxes ship — 'I'm going to reach out to your colleagues. I wanted to give you a heads up so it doesn't land cold.'
- Track each stakeholder's QR engagement separately in the deal record — you need individual signal data, not aggregate
- Post-delivery review: AE and champion go through engagement data together — 'Here's who engaged. Where do you want to focus?'
The QR landing page
Role-specific destinations for each contact — not the same page for everyone. CFO: ROI calculator + financial case study. CTO: security brief + integration overview. CMO: pipeline impact case study with before/after data. CEO: strategic outcomes brief — no product features, just business results. Different pages, different conversion paths.
Follow-up sequence
- Day 1 post-delivery: Individual emails to each new stakeholder — written separately, not copy-pasted. Each one speaks to their function.
- Day 3: Check in with your champion: 'How did the boxes land? Who seemed most interested?'
- Day 5: Request a multi-stakeholder working session — frame it as a 'next steps' conversation, not a demo
- Day 10: One piece of role-specific content to each stakeholder based on their QR engagement data — follow the signals
Reading the signals
- QR scans from 2+ different stakeholders = organizational momentum. Request a group meeting immediately — the internal coalition is forming.
- One stakeholder scans, others don't = identify your secondary champion. Deepen that relationship before pushing for meetings with the others.
- Champion reports a stakeholder reacted negatively = adjust your approach for that person. Have the champion warm the relationship before any direct outreach from your side.