Investment in your product implies a return on that investment for everyone involved. However, return on investment means different things to different people:
CEOs, CFOs, and GMs focus on overall business value.
CTOs and CIOs focus on how technology initiatives fit and enhance the company’s business strategy
IT Managers are responsible for making sure that the solution works and that it comes in under budget. They focus on ensuring that the proposed solution delivers what it promises.
System administrators want to know how a network storage solution can ease the burden of daily operations and eliminate headaches. They are excited by new technologies, but they are also wary of inflated claims and might be resistant to change.