by Brent Keltner | Apr 29, 2021 | Uncategorized
To do prospecting right, you must build a prospecting narrative that connects landing the first deal to account expansion. “Land with your endgame in mind” is how Ro Saccone, Chief Marketing Officer at Planet, put it in a recent call I had with her. “We try to build...
by Brent Keltner | Apr 22, 2021 | Uncategorized
Buyers tune out and lose interest when they hear a generic product discussion that is not aligned to their goal and priorities. On the other hand, a product presentation can delight and engage buyers when it shows we listened and understood their goals. Rachael...
by Brent Keltner | Apr 15, 2021 | Uncategorized
A product pitch is the single fastest way to alienate a buyer and kill deal momentum. Andy Raskin in a great post on The Shift In How CEOs Communicate Strategy shows how business strategy has shifted from “It’s About Us” to “It’s About You.” “It’s About Us” is...
by Brent Keltner | Apr 8, 2021 | Uncategorized
One of the biggest gaps in buyer discovery is getting a buyer to co-own and co-develop the payoff that would get them really excited about working with a new vendor. When they identify a specific desired gain, a buyer is acknowledging value and building a vision of...
by Brent Keltner | Apr 1, 2021 | Uncategorized
The strongest growth trajectory comes not from marketing or sales but from customer success. Mark Roberge, HubSpot’s CRO during the company’s ride from $0 to $100M, put it this way: “We started with our ideal customer outcome in mind.” In a recent...
Recent Comments