1. To whom we are talking
2. Where they are in the sales cycle
3. What we tell them.
Many industries have the problem of telling everyone everything all the time! Or a corollary (as discussed in this article) of not telling the right thing to the person based on what they are ready to hear. (How many times has a salesperson given you a presentation that felt like someone else should have been listening to that content, not you?)
P.S. Yes, the infographic is an ad, more or less. But it is good content too. (I don’t endorse the product, I haven’t even used it.)