Ellen, the goal could be many things. 1) to sell on the spot, 2) to generate interest, 3) to inform/educate 4) to present Value. Your question is awesome, because it opens up the thought that there isn’t a one size fits all elevator pitch when it’s viewed as a tactic alone. For it to be most effective, a strategy will help. Perhaps this could be the reason why so many struggle with creating one that works.