Just promise to give the exec a keynote time slot where he can describe the ROI of the 50k deal. Helpfully, the vendor will provide an Excel doc that lets you calculate the benefits. You don’t even have to realize them, just aspire to. From there, the C-level gets some fawning press coverage for their LinkedIn profile and a set of job offers at the next-size-up organization where they can also level up on comp...
this is where miracle of enterprise sales happen - the $5 subscription can be sold as a $50K+ deal by smooth enterprise sales who will provide the C-exec with the experience making him feel like he did something smart and great for the company.