Why Enterprise Software Reps Are Now Selling to the COO

Episode notes

In this episode of B2B SaaS Talks, Lucas and Luna break down a structural shift in enterprise software sales: the rep is increasingly selling to the Chief Operating Officer. They explore why the COO has become a central buyer for platform deals, using the real example of a logistics company that replaced five point solutions with a single orchestration layer - a deal driven by the COO, not the CIO. The hosts walk through the COO’s distinct decision criteria: reliability over innovation, operational metrics over feature lists, and the need for a clear, defensible business case tied to cost reduction. They also discuss how smart reps are adjusting their demos, their proof-of-value approach, and even the language they use in procurement decks to speak the COO’s language. This is a practical look at how the B2B buying committee is expanding - and what that means for anyone building or selling enterprise software in 2026.

• Enterprise Software Buyers Now Demand a Cybersecurity Warranty67 / 100
• Why Enterprise Buyers Now Demand an API Audit56 / 100
• Why Enterprise Software Buyers Now Demand a Data Encryption Audit68 / 100
• Why Enterprise Software Buyers Now Demand a Supplier Code of Conduct
• Why Enterprise Software Buyers Now Demand a Vendor Exit Plan