Here's a great example of showing the product while focusing on an organization's top-level goals...

Oracle Sales Prospector

Following a very brief business situation, it dives right into the product. But it doesn't just show a bunch of dull screens; it shows how the product improves sales productivity and effectiveness. Brilliantly, it walks the viewer through various usage scenarios using 3 fictitious salespeople—a new rep, an experienced rep, and an experienced rep who needs to close new business as soon as possible. As a result, the viewer gets contextual information about how the solution helps all stages of a sales process.