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Hello and welcome to Daily Crunch for Thursday, March 3, 2022. We have the latest from how the technology world is responding to Russia’s invasion of Ukraine, a review of the Theranos show, notes from New Zealand venture capital and more.

But first, some programming notes: Our city spotlight series is back, and TechCrunch is heading to Austin. There’s also a neat DeFi event coming up, and TC Sessions: Mobility will feature Nuro co-founder Jiajun Zhu, which is fun as the company is worth $8.6 billion. See you at all three! – Alex

The TechCrunch Top 3

Startups and VC

There’s a lot to talk about today as always, but let’s start with some non-financial fare. TechCrunch watched the Theranos show, and oh boy do we have thoughts about it. We also have notes today on the latest and greatest in VR fitness products. Both of those are from our own Amanda Silberling, who is incredible. You can follow her on Twitter here.

And there was even more, of course: MyPlace raised nearly $6 million for a home-sharing social network, Apollo.io raised $110 million for its “sales intelligence and engagement platform,” Ingrid Lunden writes, and Atomic raised a $40 million Series B for its payroll API efforts.

To achieve enterprise sales success, tailor your approach to CIOs

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You are more likely to close a sale if you have some insights into your prospective customer’s needs. But for enterprise startups, that presents a special problem.

Unless you’re a former CIO who has a clear understanding of the decision-making process, you can only fall back on basic best practices that will usually result in a generic pitch.

Ridge Ventures partner and five-time CIO Yousuf Khan wrote a column for TechCrunch+ that explores “what CIOs look for in solutions and how you can tailor your sales approach accordingly.”

Founders who take a mindful approach can turn customers into assets, says Khan.

“Good relationships with executive buyers can help shape your company as it grows, ultimately serving as an unofficial advisory board of the top leaders and experts within your customer base.”

(TechCrunch+ is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

To achieve enterprise sales success, tailor your approach to CIOs

Big Tech Inc.

TechCrunch Experts

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TechCrunch is recruiting recruiters for TechCrunch Experts, an ongoing project where we ask top professionals about problems and challenges that are common in early-stage startups. If that’s you or someone you know, you can let us know here.

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