Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Let me show you something no one is talking about…
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Read B2B Marketing, GTM, StrategyDigital Clarity Launches Pilot Programme to Help Agencies Reduce Client Churn and Strengthen Growth
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Read AI Search, GTM, StrategyThe AI SEO Guide: How to Get Your Content Cited in Perplexity, Gemini, and ChatGPT
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Read AI Search, GTMHow to Build Agentic AI Agents: A Complete Guide for Business Leaders (2025)
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Read B2B Marketing, GTM, StrategyGTM Engineering: the new operating model for B2B growth
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Read B2B Marketing, GTM, StrategyModel Context Protocols (MCPs) – the new operating layer for AI
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ReadA tool to use this week
Why interested buyers don’t buy.
Five questions to examine one stalled opportunity before you change the pitch. A first pass takes about 15 minutes.
Use the emails, proposal or notes you already have. Write what the buyer actually said. Where you are guessing, write unknown.
01Why change?
What problem did the buyer say they needed to solve? What happens if they leave it unresolved? Use their words or evidence; otherwise write unknown.
02Why now?
What makes this a priority alongside everything else they could spend time or money on? A deadline needs a source.
03Why this offer?
What are they comparing you with, including doing nothing? What matters to them that your offer can credibly deliver? Could this answer apply to almost any buyer? If so, make it specific to this opportunity.
04Why believe it?
Which claim needs proof? What evidence have they seen, and what did they say about it? A case study is useful when it addresses their concern.
05How does buying happen?
Who else is involved? What must they approve, and what would adopting the offer require? Include budget, procurement, implementation and switching effort where relevant.
Seeing the same issue across several deals?
Bring the opportunities to a conversation. We’ll look at what they have in common and what to fix first.
A 25-minute conversation. No preparation required.