Universal Container (CU) has brought in a business analyst to help implement an expensive AppExchange product in its Salesforce org to optimize the sales pipeline. The BA is free to speak to anyone…

The VP of Sales is the executive sponsor and primary business owner of the sales pipeline optimization effort, meaning they define the strategic goals, success criteria, and priorities that must shape the entire implementation. Speaking to them first ensures the BA understands the business vision and constraints before interviewing other stakeholders, preventing misaligned requirements. Their buy-in and direction also make subsequent conversations with sales users and IT more productive and focused.

Sales users are critical for operational requirements and adoption insights, but they should be interviewed after the BA understands the executive vision to ensure user feedback is evaluated in the right strategic context.

IT leaders provide technical constraints and integration requirements, but they are not the primary business owners of the sales pipeline and should be consulted after business needs are established.