Imagine your software company is comparing two services that import customer data. One offers a polished demonstration. The other gives the team more control over how unusual records are handled. Sales wants a decision before a customer onboarding date, and the CTO has been asked to recommend one.
That is a reasonable time for technical leadership to take an active role. The choice reaches the product, the customer's workflow and the people who will handle failures. The CTO should help the company understand those consequences, while the people authorized to make the commercial commitment remain involved.

