You're the Cortex rep. On the other end is a mid-sized prospect from one of Cortex's target industries, with real pain they won't hand you for free. Ask well, listen harder than you talk, and earn the next step. When you hang up, you get scored against the 3P framework.
Open-ended questions, root cause, business impact — not symptoms.
Reflect their pain back, tie the IWA to it, prove it with Morbern.
Recommend the IWA specifically. Name a next step. Confirm it.