Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
The Challenge of ICP’s and Complex B2B buying Committees
In 2025, B2B tech companies are facing a paradox: more leads, yet fewer that convert into real revenue. The common diagnosis we are seeing: A poor…
Read B2B Marketing, StrategyLinkedIn – Your Strategic Edge in 2025
Harness Video, AI, and Thought Leadership to Win the Attention of C-Suite Decision Makers. 2025 - The Year to Break Through on LinkedIn The stakes have…
Read StrategyWhy Value Propositions Are So Hard to Create
Most companies give up and find they struggle. Here are some tips that might help you. By doing so, you will break the cycle of poor…
Read B2B Marketing, StrategyWhy Your Digital Agency May Be Losing You Money
What You Can Do About It Before you through your toys out of the pram, I have run and continue to work with some great digital…
Read StrategyRevenue Acceleration: 4 Strategic Moves for Tech Leadership in 2025
The B2B technology landscape demands bold, strategic action. Success in 2025 and beyond requires transforming critical challenges into competitive advantages. A number of recent gartner reports…
Read Strategy3 ‘Smart’ Strategies That Are Secretly Destroying B2B Tech Companies
1. Over-optimization of the Wrong Metrics Most B2B tech companies are failing because they're obsessively measuring and optimizing metrics that don't actually drive sustainable growth. The…
Read B2B Marketing, Podcast, StrategyReggie James Joins Steve Preda on the Management Blueprint Podcast
Insights for B2B Tech Leaders B2B tech leaders, if you aim to scale your business, sharpen your strategy, or prepare for an eventual exit, you won’t…
Read B2B Marketing, StrategyMarketing and Selling CCaaS Software for Growth
Providing superior customer service is not only a competitive advantage but also a necessity. Companies are increasingly turning to Contact Center as a Service (CCaaS) solutions…
Read B2B Marketing, StrategyUnderstanding Go-To-Market (GTM) Strategy – A Guide for Tech Leaders
What is it, why is it important and how can you benefit? Scaling a business requires more than just innovative products and services. It demands a…
Read B2B Marketing, StrategyEstablishing and Growing U.S. Tech and Software Companies in Europe
Expanding into European markets is an enticing opportunity for U.S. tech and software companies seeking growth. With a population of over 740 million and a combined…
Read B2B Marketing, StrategyHow CMOs Can Build a High-Performance Marketing Team in 2024
Essential Skills and Tools for Today\’s B2B Tech Marketers The B2B tech landscape never stands still., CMOs are central to the growth of their business, however…
Read B2B Marketing, StrategyDifferentiating Your Brand in a Competitive B2B Environment
The B2B Tech landscape is competitive and complex, so standing out is more than a necessity—it\'s a survival strategy. As B2B tech leaders, differentiating your brand…
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.