Personalization is essential in modern B2B sales, but doing it at scale requires an innovative approach.
“The trick,” says Lee Robinson, VP of Global Sales Mid-Market at ABC Fitness, “is not to jump to individual personalization for every deal. Focus first on key personas on your buying committee, then version that role value to each customer’s context.”
ABC Fitness is the largest provider of fitness automation solutions in the US. Its software simplifies operations, amplifies marketing and sales, and enables a dynamic member experience.
Lee was part of the leadership team at ABC that helped unlock the next phase of growth by translating these three core value props – operational efficiency, revenue, and member experience – into personalized messaging for mid-market and enterprise accounts.
Here are the 3 key steps Lee learned that mattered most to personalize for your buying committee.
1️⃣ Create Your Own Internal Alignment
“You can’t personalize externally until you’re aligned internally,” Lee says. “Your best test of whether you can articulate personalized value is if your different internal stakeholders at ABC can articulate how their counterpart in the buyer’s organization receives your offering.
If your finance team understands the full customer journey and future account potential, they can help the buyer’s CFO shift from viewing everything as cost to seeing long-term value.
Your Ops Manager is best positioned to talk about working from a single, integrated platform to reduce churn, speed onboarding, and a better customer experience in a language a CIO or VP of Ops will understand. And, so on for sales, marketing, and customer success.
Peer-to-peer conversations are also key. “Internal alignment not only makes it easier to personalize messaging,” says Lee, “it also means that your functional leaders can step into an important client conversation with clarity when needed.”
2️⃣ Personalize Value by Role
A shared language for personalizing value to different buyer roles and goals is a starting point. But your order in bringing in the personalization lens will matter.”
“Deals have different Champions on the buyer side,” Lee says, “and depending on their functional role, those Champions bring different priorities.”
A GM as a champion will focus on growth. They are looking at revenue growth, membership growth, and site growth. That is what gets them excited.
A controller is thinking about back-office impact and efficiency, not expansion. You cannot talk about growth until you have convinced them of the efficiency gains,
Sales and marketing leaders bring yet another lens—pressure to deliver results with limited resources.
“You have to know which value prop to lead with to secure a Champion who can help you bring about internal change,” says Lee,” then you can weave in other value props.”
3️⃣ Connect Across the Buying Committee
The final step is connecting access the buying committee. If you start with a Champion focused on growth, then you need to engage executives focused on efficiency gains as well as sales and marketing results. If you might start with efficiency and work on the other value props.
You also map down from the executive level. Lee says, “mt team maps pain points not only at the executive level, but also three layers down—to the people who will live the change.”
It is building this vertical alignment from users to authority and power, and horizontal alignment between different functions that creates velocity in a deal. The sooner it happens, the better.
Lee Robinson’s approach starts with internal clarity, extends through every stakeholder, and ends in role-specific alignment. That’s how ABC Fitness personalizes at scale—by creating value for every voice in the room.
In a landscape where buying decisions are increasingly complex and consensus-driven, this level of personalization can be the difference between a stalled deal and a long-term partnership. Lee’s method is a reminder that strategic alignment isn’t just internal—it’s interpersonal. And done right, it doesn’t just accelerate sales. It strengthens relationships that last.