It's more nuanced than that and can relate to the broader macro environment. You have to think of the organization you're targeting and what's going on at the senior leadership level. What do they believe is happening to their market and their company within that market. During good economic times "saving" money isn't that appealing. Times are good and customers are opening their wallet so the company focuses on topline growth. So your "incremental revenue" is the best story. If an economy is slowing and new sales in general are impacted then cost cutting and savings becomes much more important because the best tool in the world isn't going to make tight customer's open their wallet. Lastly, if you're selling to big old enterprises that in general have sloow growth then cost cutting can be just as appealing as new revenue because they're managing to a bottom line.