Sales & Marketing

None of them start by talking about your company or products first - There are countless ways to structure a company or product narrative. Every strategist, marketer, and sales leader seems to have their own formula. But the best stories share one simple truth: They start with the person on the other side of the table, and they end with you. They begin with a problem, a shift, or a tension in the market that your customer feels in their business. They start with a person in m

How Short Phrases Get Asked to Perform Miracles - It normally begins with, “I know what we need. A tagline.” And often ends with, “You know, like Just Do It.” Somewhere in between, an executive imagines that if the right three to five words can be found, everything else will fall into place. Perception will shift. Behavior will change. Sales will increase. Crowds will cheer. In these moments, a short phrase is being asked to do the work of something much larger. To compensate

Importance of Pursuit Strategies and Deal Management - Most B2B sales teams treat pursuit management as something that begins once a deal is visibly in play: an RFP arrives, a prospect signals interest, and the opportunity enters the pipeline. By the time that happens, the most important decisions have often already been made. Strong pursuit management starts earlier, with a harder question: Is this pursuit worth chasing, and can we realistically win it? In some organizations

Selling and marketing the diagonals that cut across your business - Most B2B companies organize their business in ways that feel obvious and rational. They group offerings into horizontals that answer the question, “What do you make?” They line up around industries that answer, “Do you make things for companies like mine?” They split around regions that reflect where they operate and how they manage regulation, culture, and local go to market. Horizontals, verticals, and geog

Why the next era of marketing is more about being discoverable rather than clamoring for attention - For most of modern business history, marketing was explained through a simple framework: push and pull. We built awareness through advertising and brand campaigns, then pushed products toward the moment of purchase through promotions, displays, and pricing tactics. Along the way, entire marketing philosophies formed around awareness, differentiation, and the belief that if you

None of them start by talking about your company or products first - There are countless ways to structure a company or product narrative. Every strategist, marketer, and sales leader seems to have their own formula. But the best stories share one simple truth: They start with the person on the other side of the table, and they end with you. They begin with a problem, a shift, or a tension in the market that your customer feels in their business. They start with a person in

Why the current case study model struggles in an AI-first search environment, and easy ways to address it - In B2B sales, few assets are as powerful and as consistently mishandled as the client case study. As B2B research increasingly happens through AI assistants, summaries, and “best answer” environments, case studies are no longer just sales collateral. They are becoming inputs into how your company is explained, evaluated, and trusted before a seller is ever involved. Eve

The importance of earning the permission-to-be-believed in sales presentations - Most sales presentations start at the wrong place. You have seen this movie: the first slide is a logo grid, the second is a timeline, the third is a methodology. Ten minutes in, no one has yet mentioned the problem your CFO brought you into the room to solve. They start with credentials. With slides full of logos. With frameworks, data, and confident claims about what works. They begin by asking