I think you can make up the difference when you are pitching to non-technologists by bridging your current gap in your pitch with research on the company you ar

I think you can make up the difference when you are pitching to non-technologists by bridging your current gap in your pitch with research on the company you are pitching to. What I would do in that instance is get a feel for their product and what their market is, and in the pitch relate everything to graphs of what their trajectory might look like and what their trajectory could be using your technology. Show the curve of their current growth and a curve that breaks up much sooner which represents what their growth rate could be. Back that up with data and solutions about how you're going to increase their revenue. I think what impresses non-technologists the most is if you have a full and utter grasp of their business, not just their product offerings. You can show great prescience if you can thoroughly research their products and say things like "I bet your customers have said that they wish they had x feature", or "Have you considered y alternate method to monetizing your core product?". Chances are, all the ideas you toss out they will have thought of, but it will show that you're in the business of helping them get to business solutions and not just build them some cool software. This will make them feel like you're on their team, and greatly increase the chance of landing a contract. Consequently, if you find this part to be difficult (extracting the core business that someone is in from their product offerings) then it becomes more and more difficult to pitch technology solutions, since you're basically missing the whole point of their company and just attacking their pain points from the outside->in. Whoever is in the role of gathering contracts should be able to direct all of your technological forces into a business solutions package, instead of a technological solutions package.