What about:
- Understanding the features, advantages and benefits of the software (from experience there is great emphasis placed on features)
- Being able to translate technically complex aspects into readable English (or whatever business language you use)
- Knowing what value means for your customers. There is typically no single software solution that meets the needs of all your customers, so you need to understand the value you can offer to a range of customers with your software.
- Keeping it simple (this also helps when using social media with limited characters, etc.)